Académique Documents
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Services Marketing
Lecture Five:
Promoting Services
Positioning and
Differentiating
Facilitate Customer
Involvement in Service
Production
Service Context
Communications Challenge
Intangibility
Generality
Non-searchability
Abstractness
Mental Impalpability
Overcoming Intangibility
Problems
Use Tangible Cues
Overcoming Intangibility
Problems
Use Metaphors
Overcoming Intangibility
Problems
Use Metaphors
The heart
and soul of
the brand:
Overcoming Intangibility
Problems
Show customers benefiting
Good for abstractness issues
Overcoming Intangibility
Problems
Show facts and figures
Good for generality issues
Overcoming Intangibility
Problems
Get testimonials from happy customers
Good for non-searchabillity issues
Overcoming Intangibility
Problems
Present step-by-step guide
Good for mental impalpability issues
Marketing Communications
Planning
Who is our target audience?
What do we need to
communicate and achieve?
How should we communicate
this?
Target Audience
Prospects
Employ traditional communication mix because prospects are not
known in advance
Users
More cost effective channels
Employees
Secondary audience for communication campaigns through public
media
Shape employee behavior
Part of internal marketing campaign using company-specific
channels
Objectives by Stage
Product Life Cycle
Stage
Communication
Objective
Communication Tactics
Introduction
Informational
Advertising
Build awareness
Inform
Persuade
Remind
Public Relations
PR/Publicity involves efforts to
stimulate positive interest in an
organization and its products through
third parties
Direct Marketing
Sales Promotion
Communication that comes with an
incentive
Personal Selling
Trade Shows
Large industry specific event
Company Website
Can communicate a variety of things
Banner Advertising
Tips for effectiveness
Interactive
Customizable
Contextual
Entertaining
Playable
Issues
Setting unrealistic
expectations
Following through
with message
Deception
Advertising intrusion
See
you
next
week