C7 finals Flashcards
________________ is the most visible or audible form of marketing activities.
Communication
- Through ________________, marketers explain and promote the value proposition
their firm is offering.
communications
Communication
- It should be used intelligently in conjunction with other _______________ for maximizing value.
marketing efforts
- Communications must be viewed with a _______ perspective than just as media advertising, public relations, social media and professional salespeople.
broader
- ________________ must be viewed with a broader perspective than just as media advertising, public relations, social media and professional salespeople.
Communications
- ______________________, in one form or another, is essential to a company’s success.
Marketing communications
____________ and ________________represent important ways to add value to a product
Information
consultation
Provide information to prospective customers
ADDING VALUE THROUGH COMMUNICATION
CONTENT
- Service options available, cost, specific features, functions, service benefits
ADDING VALUE THROUGH COMMUNICATION
CONTENT
- Persuade target customers that service offers best solution to meet their needs
and build relationship with them
ADDING VALUE THROUGH COMMUNICATION
CONTENT
- Help maintain relationships with existing customers
ADDING VALUE THROUGH COMMUNICATION
CONTENT
- Requires comprehensive, up-to-date customer database and ability to make use of this in a personalized way
ADDING VALUE THROUGH COMMUNICATION
CONTENT
- Direct mail and contacts by telephone, e-mail, websites, text messages
- For example, doctors sending annual checkup reminders to patients
ADDING VALUE THROUGH COMMUNICATION
CONTENT
5 ‘W’S MODEL FOR MARKETING & COMMUNICATIONS PLANNING
- Who is our target audience?
- What do we need to communicate and achieve?
- How should we communicate
this? - Where should we communicate this?
- When should the communication take place?
___________ — not usually known in advance. It is a potential customer
qualified to fit certain criteria outlined by a company based on its business
offerings.
Prospects
Employ a traditional communications mix, comprising of elements such
as media advertising, online advertising, public relations, and use of purchased
lists for direct mail or telemarketing.
Prospects
__________— existing target audience
Users
Reach by cross-or up-selling efforts by frontline employees,
point-of-sale promotions, other information distributed during service
encounters, and location-based mobile apps.
Users
_______________ — secondary audience
Employees
A well-designed communications campaign through public media targeted at customers can also be motivating for _______________.
Employees
- Include building a service brand, and positioning it and its service products
against competition.
Strategic Service Communications Objectives
- Companies use marketing communications to persuade target customers that
their service product offers the best solution to meet those customers’ needs, relative to the offerings of competing firms.
Strategic Service Communications Objectives
- Communication efforts serve not only to attract new users but also to maintain contact with an organization’s existing customers and build relationships with
them.
Strategic Service Communications Objectives
- Relate to shaping and managing customer’s perceptions, beliefs, attitudes,
and behavior in any of the three stages of the service consumption process.
- Tactical Service Communications Objectives
- The Service Marketing Communications Funnel is aligned to the Attention-Interest- Desire-Action (AIDA) and Hierarchy of Effects models.
- Tactical Service Communications Objectives
AIDA STANDS FOR WHAT?
AWARENESS
INTEREST
DESIRE
ACTION
which was developed almost a century ago, and holds that persuasion to buy a product occurs over time,
“AIDA”
explains how customers move from cognitive (awareness), to affective (interest and desire) to behavioral (action) responses.
“AIDA”
*_______________________ (the most widely used framework) is used to set up a structured series of advertising message objectives for a particular product, to build upon each successive objective until a sale is ultimately made.
Hierarchy-of-effects model
*___________________ is a model of how advertising influences
a consumer’s decision to purchase or not purchase a product or service
The hierarchy-of-effects theory
*The objectives of a campaign are (in order of delivery): awareness,
knowledge, liking, preference, conviction, and purchase.
The hierarchy-of-effects theory
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
Promote_______________ to communicate quality ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)
tangible cues
Promote tangible cues to communicate quality ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Add value through communication content. ( through information and
advice)
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Facilitate customer involvement in service production.
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Promote the contribution of service personnel and backstage operations.
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Stimulate and shift demand to match capacity.
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
Promote tangible cues to communicate _________ ( e.g. highlight the equipment
and facilities, emphasize employee characteristics)
quality
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
Add ________ through communication content. ( through information and
advice)
value
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
Facilitate ________ involvement in service production.
customer
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Promote the contribution of service ___________and _____________ operations.
personnel
backstage
MAXIMIZING VALUE FROM SERVICE COMMUNICATION
STRATEGY
- Stimulate and shift demand to match ___________.
capacity
financial security or investment-related matters do not haveone-to-one correspondence with physical objects
Abstractness
items that comprise a class of objects, persons, or events are
general and not specific enough
Generality
- many of the service attributes cannot be searched
or inspected physically before they are purchased
Non-searchability
- many services are sufficiently complex, multi-dimensional, or novel; it is difficult to understand the experience of using them
Mental impalpability
Capture and show typical customers benefiting from the service, e.g., by
smiling in satisfaction at a staff going out of his way to help.
Abtractness
Document facts and statistics about the service delivery system.
Generality
•For objective
Claim
Document and cite past service
performance statistics, such as the
number of packages delivered on
time.
Generality
•For Subjective
Claim
Document and cite past service
performance statistics, such as the
number of packages delivered on
time.
Generality
•For Subjective
Claim
Obtain and present testimonials
from customers who have
experienced the service
Nonsearchability
In consumption documentation:
Obtain and present testimonials
from customers who have
experienced the service
Nonsearchability
In service process episode:
Present a clear step-by-step
documentation of what exactly will happen during the service
experience.
Mental impalpability
In case history episode:
Present an actual case history of what the firm did for a specific client and how it solved the client’s problem.
Mental impalpability
In reputation documentation:
If the service is high in credence attributes, then document the awards received, or the
qualifications of the service
provider
Nonsearchability
Two additional ways to help overcome the problems of intangibility are:
Tangible cues
metaphors
“vivid information” that catches the audience’s attention. It will
produce a strong and clear feeling about the service offered.(e.g. employees,
facilities, certificates, and awards, or its customers.
Tangible cues
____________ that are tangible in nature to help communicate the benefits of their service offerings and to emphasize key points of differentiation.
Metaphors
———- promotes efficiency of its import express service
DHL
USE OF AN EASILY GRASP METAPHORS
DHL promotes efficiency of its import express service
________________________________represents how complex importing can be
_______________ represents how easy it would be using DHL’s express service
Heavily knotted string
Straight string
The_____________ bull has been a symbol for the wealth manager’s business philosophy, which suggests both a bullish market and a strong commitment to the financial performance of its
clients
Merrill Lynch
The Merrill Lynch ____has been a symbol for the wealth manager’s business philosophy, which suggests both a bullish market and a strong commitment to the financial performance of its clients
bull
sources of messages received by target audience (where)
what are the sources?
production channels
marketing channels
production channels (2)
front-line staff
service outlets
marketing channels (5)
advertising
sales promotions
direct marketing
personal selling
public relations
messages originating outside organization (2)
word of mouth
media editorial
3 key sources of messages
marketing communications channels
service delivery channels
messages originating from outside the organization
marketing communications channels (3)
advertising
direct marketing
sales promotion
personal selling
public-relationship marketing
service delivery channels (5)
service outlets
frontline employees
self-service delivery points
websites & apps
corporate design
message originating from outside the organization (4)
word of mouth
online social networks
media-initiated coverage in online media media (e.g., Blogs and twitter)
media-initiated coverage in traditional media
message transmission channels (4)
MESSAGE TRANSMISSION CHANNELS
- Messages transmitted through traditional marketing channels.
- Messages transmitted online.
- Messages transmitted through service delivery channels.
- Messages originating from outside the organization.
- MESSAGES TRANSMITTED THROUGH TRADITIONAL MARKETING CHANNELS (1 OF 2)
advertising
sales promotion
direct marketing
- The first point of contact between service marketers and their customers.
- Marketers are increasingly trying to be more creative with their _____________ to allow their messages to be more effective.
Advertising
- Employed for short-term objectives e.g., to accelerate the
purchasing decision or in motivating customers to use a specific service sooner.
*____________________ for service firms may take various forms e.g., samples, coupons and other discounts, gifts, and competitions with prizes.
Sales promotions
- Offer the potential to send personalized messages to highly targeted micro-segments.
Direct Marketing
MESSAGES TRANSMITTED THROUGH TRADITIONAL MARKETING CHANNELS (2 OF 2)
personal selling
public relations
MESSAGES TRANSMITTED ONLINE (2)
company’s website
online advertising
In MESSAGES TRANSMITTED ONLINE
– Creating consumer awareness and interest.
– Providing information and consultation.
– Allowing two-way communications with customers through email and
chat rooms.
– Encouraging product trial.
– Enabling customers to place orders.
– Measuring the effectiveness of specific advertising or promotional
campaigns.
are example of _________________-
company’s website
In MESSAGES TRANSMITTED ONLINE
– Banner Advertising
– Search Engine Advertising
are example of what____________
online advertising
– Both planned and unintended messages reach customers through the medium of the service delivery environment itself.
Service Outlets
– Communication from frontline staff takes the form of the core service and a variety of supplementary services, including providing information,
giving advice etc.
Frontline Employees
– ATMs, vending machines, websites, and service apps can be used effectively in communications with current and potential customers.
Self-Service Delivery Points
– Positive WOM is important as services tend to have a high proportion of experience and credence attributes, and are therefore, associated
with high perceived risk by potential buyers
– Referral reward programs work well for close friends & family
Word-of-Mouth (WOM)
– Service firms monitor blogs and view them as a form of immediate market research and feedback
Blogs, Twitter, and other social media as a type of online WOM
Traditional media coverage of firms and their services is often
through a firm’s PR activity. Even today, this sector in the firm promises a wide reach.
Media coverage
________ is closely matched to the various perceptions and behaviors the firm wants
to manage in the Service Communications Funnel.
Timing
- ________________________ is typically managed in a flowchart of the media plan
Timing of communications
- ____________is often used to assist with tedious tasks like professional firm Telmar
which helps companies in;
Crunch numbers to get toward an optimal media mix and media plan
Computes key numbers such as the reach of the target audience
Cost per thousand contacts of the target segment
Software
Service firms use a number of methods to determine their
communications budget:
– Allocating a percentage of sales or profit
– Matching competitors’ spent amount
– Using last year’s budget
BUDGET DECISIONS AND PROGRAM EVALUATION
- Using objective-and-task method known as build up method ( the most logical method) here the estimated costs become the basis for the
proposed promotions budget.
– Defining the communications objectives
– Determining the tasks needed
– Estimating the costs
BUDGET DECISIONS AND PROGRAM EVALUATION
can be used alone or in combination with the objective-and-task method
Empirical research method
– Run a series of tests or field experiments with different communications budgets to determine the optimum level of communications spent
Empirical research method
- Key to ensure that a consistent style and message is communicated throughout a
firm’s communications mix channels.
THE ROLE OF CORPORATE DESIGN
ties together and reinforces all communications in order to deliver a powerful brand identity.
Integrated Marketing Communications
The communications from different media and communications
approaches all become part of a single overall message about the service firm and its products.
Integrated Marketing Communications
- Employ unified and distinctive visual appearance for all tangible elements to
facilitate recognition and reinforce a desired brand image.
THE ROLE OF CORPORATE DESIGN
- A few popular corporate designs:
– Using the name as a central element in corporate design
– Using a trademark symbol
– Creating tangible and recognizable symbols to associate with their respective
corporate brand names
– Using colors in the corporate designs
THE ROLE OF CORPORATE DESIGN
