Ch7 Mid 2 Flashcards

1
Q

Who is Target audience for Marketing Communications:

A

1- Prospects — not usually known in advance
2- Users — existing target audience
3- Employees — secondary audience

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2
Q

What is Prospects?
In Target audience for Marketing Communications:

A

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.

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3
Q

What is Users?
In Target audience for Marketing Communications

A

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.

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4
Q

What is Employees?
In Target audience for Marketing Communications

A

A well-designed communications campaign through public media targeted at customers can also be motivating for employees.

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5
Q

What is Strategic Service Communications Objectives?

A

Include building a service brand, and positioning it and its service products against competition.

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6
Q

What is Tactical Service Communications Objectives?

A

– 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.

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7
Q

What is the Three-Stage Model of Service Consumption?

A

1- Prepurchase Stage
2-Service Encounter Stage
3- Post-Encounter Stage

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8
Q

Prepurchase Stage includes?

A

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

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9
Q

Service Encounter Stage includes?

A

Awareness of Need
• Request service from the chosen supplier or initiate self-service
• Experience the service

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10
Q

Post-Encounter Stage includes?

A

• Evaluate service performance
• Future intentions
• Future behaviors

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11
Q

What is the Common Communication Objectives Along the Service Marketing Communications Funnel ?

A

1- Customer Acquisition
2- Service Encounter Management
3- Customer Engagement

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12
Q

Customer Acquisition includes?

A

• 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

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13
Q

Service Encounter Management includes?

A

• 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

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14
Q

Customer Engagement includes?

A

• Manage customer satisfaction
• Manage service quality perceptions
• Build loyalty
• Encourage WOM (offline and online)
• Encourage referrals
• Build a brand community

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15
Q

What is the Key Consumer Behavior Concepts and Theories ?

A

The three Key Consumer Behavior Concepts and Theories is :
1- Prepurchase Stage
2- Service Encounter Stage
3- Post-encounter Stage

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16
Q

What is the Prepurchase Stage
In Consumer Behavior Concepts and Theories

A

• Need arousal
• Evoked set
• Consideration set
• Search, experience, and Multi-attribute Choice Model credence attributes
• Perceived risk
• Formation of expectations
• Purchase decision

17
Q

What is Service Encounter Stage
In Consumer Behavior Concepts and Theories

A

• Moments of truth
• Service encounters
• Servuction system
• Theater as metaphor
• Role and script theories
• Perceived control theory

18
Q

What is Post-encounter Stage
In Consumer Behavior Concepts and Theories

A

• Confirmation/disconfirmation of expectations
• Dissatisfaction, satisfaction, and delight
• Service quality
• WOM and referrals
• Online reviews
• Repurchase
• Customer loyalty

19
Q

How to Maximizing Value from Service Communication Strategy ?

A

• 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.

20
Q

Challenges in developing communication messages include:

A

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

21
Q

How to Overcoming the Problems of Intangibility

A

• 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.

22
Q

What is the Messages Transmitted through Service Delivery Channels?

A

• Word-of-mouth (WOM)
• Social media
• Media coverage