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Integrated marketing communication builds a strong brand identity in marketplace by trying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images and identity coordinated across all venues. It means that your pr materials say the same things as your direct mail campaign and your advertising has the same look and feel as your web site.
EMPLOYEES
CUSTOMERS
SERVICESCAPES
Setting of unrealistic expectations Pressure to over promise under tough competition while introducing new services Example of McDonalds receptionist and Wake up call at right time Difference between service deliver and promises due to lack of info at customers end Services high in credence High involvement service with new customer entering Where demand and supply are not synchronized Coord inside the org between mktg and operations Horizontal comm is very important Consistency in rules and regulations
Manage service promises Manage customer expectation Improve customer education Manage internal marketing communication
teach customers to avoid peak demand periods and seek slow Periods