Chapter 7: Developing the Service Communication Strategy Flashcards
Communicates the firm’s positioning strategy to its target markets, including consumers, employees, stockholders, and suppliers for the purpose of achieving organizational objectives.
Communication strategy
The array of communications tools available to marketers including advertising, personal selling, publicity (public relations), sales promotions, and sponsorships.
Communication mix
The market segment that becomes the focus of a firm’s marketing efforts.
Target markets
When setting objectives, objectives should be SMART - specific, measurable, achievable, relevant, and time-bound.
SMART terms
How the firm is viewed by consumers compared to its competitors. This strategy speaks to the firm’s differential advantage.
Positioning strategy
The content of the firm’s communication message.
Copy
Service staff who are required to deal with customers quickly and effectively in “once only” situations where large numbers of customers are present.
Type 1 service staff
Service staff who deal with numerous, often repeat customers in restricted interactions of somewhat longer duration.
Type 2 service staff
Service staff required to have more highly developed communication skills because of more extended and complex interactions with customers.
Type 3 service staff
Experienced when employees are asked to perform a new role that is inconsistent with their self-concept.
Role/self conflict
Occurs when an employee is asked to perform two contradictory roles such as being both efficient and effective.
Direct conflict
When demand for the service is infrequent, and therefore the success of the communication strategy may not be realized until a later point in time.
Lagged effect
Occurs when the same communication message appeals to two diverse market segments.
Mistargeted communications
An overall favourable or unfavourable impression based on early stages of the service encounter.
Halo effect
Printed materials through which the professional image of the firm can be consistently transmitted, including firm brochures, letterhead, envelopes, and business cards.
Visual pathway
