test 4 Flashcards
Services marketing triangle communication activities (3)
Internal Marketing Communications
Interactive Marketing
External Marketing Communications
Internal Marketing
Vertical/Horizontal communications within the business
Interactive Marketing
Involves personal selling, Service encounters, social media, servicescapes
External Marketing Communicaitons
Involves advertising, sales promotion, public relations
Five approaching to overcoming service communication channels
- Address service intangibility
- Manage service promises
- Manage customer expectations
- Manage customer education
- Manage internal marketing communications
How to manage service intangibility
x
How to manage customer expectations
Make realistic promises
Offer service guarantees
Offer choices
Create tiered value service offerings (car companies)
Communicate the criteria and levels of service effectiveness
How to manage service promises
- Create a strong service brand
2. Coordinate external communication
Managing customer education
- Prepare customers for the service process
- Confirm performance to standards and expectations
- Clarify expectations after the sale
Managing internal marketing communcations
Promote the brand inside the company
Create effective upward communication
Create cross functional teams
Create effective vertical/horizontal communications
Best ways to close communication gap
- Employing integrated service marketing communication strategies around everything and everyone that sends a message or signal.
- Manage customer expectations effectively throughout the experience.
- Make sure to avoid over-promising and ensure successful delivery.
Strategies for managing customer expectations?
- Make realistic promises
- Offer service guarantees
- Offer choices
- Teired value service offerings (Cars offering better features for more money) j8u
Why do customers often lack knowledge of service prices?
- Service variability
- Providers unwilling to provide prices
- Individual customer needs vary
- Collection of price information by customers is difficult
- Prices are not visible
What are four nonmonetary costs involved in pricing
Time costs, Search costs, Convivence costs, psychological costs
Role between price and service quality?
The higher the price, the higher quality that is inferred