CHAPTER 7 Flashcards
is the most visible or audible form of marketing activities.
COMMUNICATION
Through communications, marketers explain and promote the value proposition their firm is ____
OFFERING
It should be used intelligently in conjunction with other marketing efforts for maximizing value.
COOMUNICATION
must be viewed with a broader perspective than just media, advertising, public relations, social media and professional salespeople.
COMMUNICATIONS
in one form or another, is essential to a company’s success
MARKETING COMMUNICATIONS
represent important ways to add value to a product.
INFORMATION AND CONSULTATION
THE 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
PROSPECTS
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, consisting 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.
EMPLOYEES
SPECIFYING SERVICE COMMUNICATION OBJECTIVES(WHAT)
a.STRATEGIC SERVICE COMMUNICATIONS OBJECTIVES
b.TACTICAL SERVICE COMMUNICATIONS OBJECTIVES
Include building a service brand, and positioning it and its service products against competition.
a.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.
a.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
a.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.
b.TACTICAL SERVICE COMMUNICATIONS OBJECTIVES
aligned to the Attention-Interest-Desire-Action (AIDA) and Hierarchy of Effects models.
SERVICE MARKETING COMMUNICATIONS FUNNEL
AIDA stands for?
Awareness, Interest, Desire, and Action,
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
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.
HIERARCH-OF-EFFECTS MODEL
model of how advertising influences a consumers’ decision to purchase or not purchase a product or service.
:The objectives of a campaign are (in order delivery): awareness, knowledge, liking, preference, conviction, and purchase.
HIERARCH-OF-EFFECTS THEORY
3 key sources of messages
- MARKETING COMMUNICATIONS CHANNELS
- SERVICE DELIVERY CHANNELS
- MESSAGES ORIGINATING FROM OUTSIDE THE ORGANIZATION
MARKETING COMMUNICATIONS CHANNELS /Messages transmitted through traditional marketing channels.
- ADVERTISING
-DIRECT MARKETING
-SALES PROMOTION
-PERSONAL SELLING
-PUBLIC RELATIONS
SERVICE DELIVERY CHANNELS
-SERVICE OUTLETS
-FRONTLINE EMPLOYEES
-SELF-SERVICE DELIVERY POINTS
-WEBSITES & APPS
-CORPORATE DESIGN
MESSAGES ORIGINATING FROM OUTSIDE THE ORGANIZATION
-WORD-OF-MOUTH
-ONLINE SOCIAL NETWORKS
-MEDIA-INITIATED COVERAGE IN ONLINE MEDIA
-MEDIA-INITIATED COVERAGE IN TRADITIONAL MEDIA
The first point of contact between service marketers and their customers.
ADVERTISING
Marketers are increasingly trying to be more creative with their advertising 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.
SALES PROMOTION
may take various forms e.g., samples, coupons and other discounts, gifts, and competitions with prizes.
SALES PROMOTION
Offer the potential to send personalized messages to highly targeted micro-segments.
DIRECT MARKETING
Firms in business-to-business service maintain a sales team or employ agents and distributors to undertake personal selling efforts on their behalf.
PERSONAL SELLING
can help a service organization build its reputation and credibility, form strong relationships with employees, customers and the community.
PUBLIC RELATIONS
Sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.
PUBLIC RELATIONS
Messages transmitted online (ENUMERATION - 2)
- COMPANY’S WEBSITE
- ONLINE ADVERTISING
Creating consumer awareness and interest.
COMPANY’S WEBSITE
Providing information and consultation
COMPANY’S WEBSITE
Allowing two-way communications with customers through email and chat rooms.
COMPANY’S WEBSITE
Encouraging product trial
COMPANY’S WEBSITE
Enabling customers to place orders
COMPANY’S WEBSITE
Measuring the effectiveness of specific advertising or promotional campaigns.
COMPANY’S WEBSITE
2 types of Online Advertising
- Banner Advertising
- Search Engine 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.
WORD-OF-MOUTH
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
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
typically managed in a flowchart of the media plan.
Timing of communications
is often used to assist with tedious tasks like professional firm Telmar.
SOFTWARE
PROBLEMS OF INTANGIBILITY
ABSTRACTNESS
GENERALITY
NON-SERACHABILITY
MENTAL IMPALPABILITY
Financial security or investment-related matters do not have one-to-one correspondence with physical objects.
ABSTRACTNESS
Items that comprise a class of objects, persons, or events are general are 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
OVERCOMING THE PROBLEMS OF INTANGIBILITY
- TANGIBLE CUES
- METAPHORS
vivid information” that catches the audience’s attention.
TANGIBLE CUES
It will produce a strong and clear feeling about the service offered. (e.g. employees, facilities, certificates, and awards, or its customers)
TANGIBLE CUES
are tangible in nature to help communicate the benefits of their service offerings and to emphasize key points of differentiation.
METAPHORS
Heavily knotted string represents how complex importing can be
EASILY GRASP METAPHORS
Straight string represents how easy it would be using DHL’S express service.
EASILY GARSP METAPHORS
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 BULL
known as build up method (the most logical method): here the estimated costs become the basis for the proposed promotions budget
OBJECTIVE-AND-TASK METHOD
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
ETHICAL AND CONSUMER PRIVACY ISSUES IN COMMUNICATIONS
- UNREALISTIC SERVICE PROMISES
- UNETHICAL ADVERTISERS AND SALESPEOPLE
- UNWANTED INTRUSION
- DECEPTIVE PROMOTIONS
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
