MKT 346 Chap 7 Concepts - Cal State LA
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Transcript MKT 346 Chap 7 Concepts - Cal State LA
Chapter 7:
Promoting Services
and Educating Customers
MKT 346: Marketing of Services
Dr. Houston
Specific Roles of Marketing Communications
Position and differentiate service
Help customer evaluate offerings
Highlight differences that matter
Promote contribution of personnel
Promote contribution of backstage operations
Add value through communication content
Facilitate customer involvement in production
Stimulate or curb demand to match capacity
Overcoming the
Four Problems of Intangibility
Generality
NonSearchability
Abstractness
Mental
Impalpability
• Consumers already know that certain items
comprise a class of objects, persons, or
events
• Services cannot be searched or inspected
before purchase
• Services do not have a one-to-one
correspondence with physical objects
• Hard to understand benefits of complex,
multi-dimensional services
Overcoming Problems of Intangibility
Use tangible cues in advertising
Use metaphors to communicate benefits
Checklist for Marketing Communications Planning:
The Five W’s Model
Who is our target audience?
What do we need to communicate and achieve?
How should we communicate this?
Where should we communicate this?
When do communications need to take place?
Target Audiences:
Three Broad Categories
Prospects
Users
Employees
Common Educational and Promotional
Objectives in Service Settings (Table 6.2)
Create memorable images of specific companies and brands
Build awareness/interest for unfamiliar service and brand
Compare service favorably with competitors’ offerings
Build preference by communicating brand strengths and benefits
Reposition service relative to competition
Reduce uncertainty/perceived risk by providing info and advice
Common Educational and Promotional
Objectives in Service Settings (Table 6.2)
Provide reassurance (e.g., promote service guarantees)
Encourage trial by offering promotional incentives
Familiarize customers with service processes before use
Teach customers how to use a service to best advantage
Stimulate demand in off-peak, discourage during peak
Recognize and reward valued customers and employees
Marketing Communications Mix
for Services (Fig. 7.10a)
Sources of Messages Received by
Target Audience (Fig. 7.10b)
Moving from Impersonal
to Personal Communications
Technology
Impersonal
Communications
Personal
Communications
Messages through Service Delivery Channels
Customer service employees
Service outlets
Self-service delivery points
Messages Originating
from Outside the Organization
Word of Mouth (WOM)
Blogs
Media Coverage
Ethical Issues in Communication
Advertising, selling, and sales promotion all lend themselves
easily to misuse
Communication messages often include promises about
benefits and quality of service delivery that don’t happen
Why were their expectations not met?
Poor internal communications between operations and
marketing personnel concerning level of service
performance
Over promise to get sales
Deceptive promotions
Unwanted intrusion by aggressive marketers into people’s
personal lives
Strategies for Corporate Design
Unified and distinctive visual appearance for all
tangible elements
Provide recognition and strengthen brand image
Especially useful in competitive markets to stand
out from the crowd and be instantly recognizable
Strategies for Corporate Design
How to stand out and be different?
Use colors in corporate design
Use names as central element
Use trademarked symbol as logo rather than name
Create tangible recognizable symbols
MKT 346 Key Concepts: Chapter 7
Specific roles of marketing communications
Challenges and opportunities in communicating services
The five Ws of service communication planning
Marketing communications originate from within the organization
through marketing and production channels
Marketing channels: advertising, public relations, direct marketing,
sales promotion, personal selling, tradeshows, internet
Production channels: front-line employees and call center staff,
service outlets, self-service delivery points
Marketing communications originating from outside organization:
word of mouth, blogs and online ratings, media editorial
Corporate design strategies are part of communication mix