Ch7 Mid 2 Flashcards
Who is Target audience for Marketing Communications:
1- Prospects — not usually known in advance
2- Users — existing target audience
3- Employees — secondary audience
What is Prospects?
In Target audience for Marketing Communications:
Employ a traditional communications mix, composing of elements such as media advertising, online advertising, public relations, and use of purchased lists for direct mail or telemarketing.
What is Users?
In Target audience for Marketing Communications
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.
What is Employees?
In Target audience for Marketing Communications
A well-designed communications campaign through public media targeted at customers can also be motivating for employees.
What is Strategic Service Communications Objectives?
Include building a service brand, and positioning it and its service products against competition.
What is Tactical 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.
– The Service Marketing Communications Funnel is aligned to the Attention-Interest-Desire-Action (AIDA) and Hierarchy of Effects models.
What is the Three-Stage Model of Service Consumption?
1- Prepurchase Stage
2-Service Encounter Stage
3- Post-Encounter Stage
Prepurchase Stage includes?
1- Awareness of Need
• Search for information
• Clarify needs
• Explore solutions
• Identify alternative service products
2- Evaluation of Alternatives
• Review supplier information (e.g., advertising, website)
• Review information from third parties (e.g., published reviews, ratings, and blogs)
• Discuss options with service personnel
• Get advice from third parties
• Make purchase decision
Service Encounter Stage includes?
Awareness of Need
• Request service from the chosen supplier or initiate self-service
• Experience the service
Post-Encounter Stage includes?
• Evaluate service performance
• Future intentions
• Future behaviors
What is the Common Communication Objectives Along the Service Marketing Communications Funnel ?
1- Customer Acquisition
2- Service Encounter Management
3- Customer Engagement
Customer Acquisition includes?
• Move customers along the key stages of the sales funnel
• Build awareness, knowledge, and interest in the service or brand − Encourage to explore the firm’s website or social media sites − Register for your online newsletter, service updates, or YouTube channel
• Develop liking, preference, and conviction for the service or brand − Compare a service favorably with competitors’ offerings − Convince potential customers about the firm’s —Build willingness to pay a price premium for the service offering superior performance on determinant attributes
• Encourage prospective customers to purchase − Reduce perceived risk by providing information and service guarantees − Encourage trial by offering promotional incentives
• Create memorable images of brands and services
• Stimulate and shift demand to match capacity
Service Encounter Management includes?
• Familiarize customers with service processes in advance of use (e.g., what to prepare and expect)
• Guide customers through the service process
• Encourage customers to download, set up, and use the firm’s service app
• Manage customer behavior and perceptions during the service encounter (e.g., teach roles, script for queuing, and inject perceived control)
• Manage quality perceptions
• Cross-sell and upsell services
Customer Engagement includes?
• Manage customer satisfaction
• Manage service quality perceptions
• Build loyalty
• Encourage WOM (offline and online)
• Encourage referrals
• Build a brand community
What is the Key Consumer Behavior Concepts and Theories ?
The three Key Consumer Behavior Concepts and Theories is :
1- Prepurchase Stage
2- Service Encounter Stage
3- Post-encounter Stage
What is the Prepurchase Stage
In Consumer Behavior Concepts and Theories
• Need arousal
• Evoked set
• Consideration set
• Search, experience, and Multi-attribute Choice Model credence attributes
• Perceived risk
• Formation of expectations
• Purchase decision
What is Service Encounter Stage
In Consumer Behavior Concepts and Theories
• Moments of truth
• Service encounters
• Servuction system
• Theater as metaphor
• Role and script theories
• Perceived control theory
What is Post-encounter Stage
In Consumer Behavior Concepts and Theories
• Confirmation/disconfirmation of expectations
• Dissatisfaction, satisfaction, and delight
• Service quality
• WOM and referrals
• Online reviews
• Repurchase
• Customer loyalty
How to Maximizing Value from Service Communication Strategy ?
• Promote tangible cues to communicate quality.
• Add value through communication content.
• Facilitate customer involvement in service production.
• Promote the contribution of service personnel and backstage operations.
• Stimulate and shift demand to match capacity.
Challenges in developing communication messages include:
Problems of Intangibility
– Abstractness — financial security or investment-related persons or events are general and not specific enough
matters do not have one-to-one correspondence with physical objects
– Generality — items that comprise of a class of objects,
– Non-searchability — Many of the service attributes
cannot be searched or inspected physically before they
are purchased – Mental impalpability — Many services are sufficiently
complex, multi-dimensional or novel; it is difficult to
understand the experience of using them
How to Overcoming the Problems of Intangibility
• Specific communications strategies can be created by marketers
• Using tangible cues and metaphors are two other methods firms can use to create strategies
– Tangible Cues — “Vivid information” that catches the audience’s attention.
– Metaphors — Metaphors that are tangible innature to help communicate the benefits of their service offerings and to emphasize key points of differentiation.
What is the Messages Transmitted through Service Delivery Channels?
• Word-of-mouth (WOM)
• Social media
• Media coverage
