Promoting Services & Educating Customers, + TB Chapter 7 Flashcards

1
Q

5 Ws of integrated service communications model

A

Who is our target audience?
What are our objectives?
How should this be communicated?
Where should this be communicated?
When should communication take place?

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2
Q

3 broad target audiences

A

Prospects
Users
Employees

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3
Q

Tactical objectives

A

Relate to shaping and managing consumer perceptions, beliefs, attitudes, and behaviour during the three stages of service consumption

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4
Q

Strategic objectives

A

Building a service brand and positioning it and its service products against competition
Persuading target customers they are better
Attract and maintain customers

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5
Q

AIDA model

A

Explains how consumers move from awareness to interest and desire, and finally to action
Awareness
Interest
Desire
Action

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6
Q

Prospects

A

Since prospects are unknown in advance, traditional communications mix is needed to communicate to prospects

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7
Q

Users

A

Cost-effective channels are available for reaching existing users

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8
Q

Employees

A

Serve as a secondary audience for communication campaign through public media

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9
Q

Important roles of service marketing communications

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

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10
Q

Intangibility and the 4 problems it creates (GNAM)

A

Generality
Non-searchability
Abstractness
Mental impalpability

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11
Q

Generality

A

Services that comprise a class of objects, persons, or events, making it difficult to distinguish from other services

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12
Q

Non-searchability

A

Cannot be searched or inspected before purchase

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13
Q

Abstractness

A

No one-to-one correspondence with physical objects

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14
Q

Mental impalpability

A

Customers find it hard to grasp benefits of complex, multidimensional new offerings

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15
Q

How to overcome intangibility problems

A

Use tangible cues
Use metaphors

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16
Q

Services marketing communications mix (ASPPSC)

A

Advertising
Sales promotion
Personal communications
Publicity and public relations
Service delivery points
Corporate designs

17
Q

3 sources of messages received by target audience

A

Production channels (firm, employees, outlets)
Marketing channels (advertising, PR, promotions, internet)
Messages outside of the organization (WOM, blogs, media)

18
Q

Advertising

A

Build awareness, inform, persuade, and remind

19
Q

Direct marketing

A

On-demand technologies empower consumers to decide how and when they prefer to be reached allowing firms to build strong relationships (newsletters)

20
Q

Sales promotions

A

Should be specific to a time period, price, or customer group
Generate attention and put the firm at the top of mind

21
Q

Personal selling

A

Interpersonal encounters educate customers and promote preferences for brand or product (common in b2b)

22
Q

Public relations

A

Involves efforts to stimulate positive interest or association in an organization and its products through third parties
eg: teaching senior managers how to represent themselves at events

23
Q

Messages through service delivery channels

A

Service outlets (banners, poster, screens, etc)
Frontline employees
Self-service delivery points

24
Q

When should communications take place?

A

Service firms do not generally promote during heavy usage periods
Timing is closely matched to the perceptions and behaviour the firm wants to manage

25
Q

Objective-and-task method

A

Define the comms objs along the services marketing comms funnel
Determine tasks needed to achieve these objs
Estimate costs for the program

26
Q

Empirical-research method

A

Run a series of tests or field experiments with different communications budgets to determine the optimum level of communications spent

27
Q

Ethical issues in comms

A

Advertising, selling, and sales promotions all lend themselves to misuse
Comms often overpromise benefits and quality of service
Unwanted intrusion of aggressive marketing into people’s personal lives

28
Q

Corporate design in comms

A

Unified and distinctive visual appearance for all tangible elements, allows for a firm to stand out from competitive markets and be recognizable