Servmarkchpter6
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This document discusses developing an effective communication mix for marketing services. It outlines the key components of a communication mix, including personal selling, media advertising, public relations, and sales promotions. It also provides guidelines for defining communication objectives and dividing target audiences between current non-users and users. Specifically, it recommends developing word-of-mouth networks, managing expectations about intangible services, focusing on the customer experience, and emphasizing relevant quality dimensions to improve the service communication mix.
Servmarkchpter6
- 1. SERVICES MARKETING CHAPTER 6 DEVELOPING SERVICE COMMUNICATION MIX
- 2. HIGHLIGHTS • Communication mix • Guidelines for developing service communication mix • Special considerations for professional services
- 3. OUTCOME • Understand the unique nature of services marketing communication • Developing services communication mix • Importance of service provider & customer interaction in fostering effective marketing communication
- 4. COMMUNICATION MIX • An array of communication tools available to marketers which includes: 1. Personal selling 2. Media advertising 3. PR 4. Sales promotion
- 5. DEVELOPING THE COMMUNICATION MIX 1. Defining communication objectives 2. Dividing communication objectives & target audiences
- 6. DEFINING COMMUNICATIONS OBJECTIVES • Relates directly to the service offering’s stage in the product life-cycle
- 7. COMMUNICATION OBJECTIVES & TARGET AUDIENCES 1. Targeting nonusers 2. Targeting users
- 8. TARGETING NONUSERS • Choice of channel is reduced to media ads, personal selling & PR • Degree of targeting, which one to use more ▫ Ex: new services, go all out. Established ones, need to be more targeted
- 9. TARGETING USERS • Concentrates on internal channel (staff) & enhanced by external channels • Type 1, Type 2 & Type 3 staff
- 10. TARGETING USERS • Type 1: deal with customers quickly & effectively in “once only” situations where large number of customers are present
- 11. TARGETING USERS • Type 2: deal with numerous, often repeat customers in restricted interactions
- 12. TARGETING USERS • Type 3: have a more highly developed communication skills because of more extended & complex interactions
- 13. COMMUNICATION MIX & CONSUMER BEHAVIOR 1. Pre-consumption stage 2. Consumption stage 3. Post-consumption stage
- 14. PRE-CONSUMPTION STAGE • Financial consequences • Social consequences • Performance consequences • Rational mathematician model
- 15. CONSUMPTION & POST –CONSUMPTION STAGES • Consumption ▫ An active process, communicating efficiency ▫ Increase performance • Post-consumption ▫ Induce positive word-of-mouth ▫ Expectation, testimonials
- 16. SPECIAL PROBLEMS OF SERVICE COMMUNICATION MIX • Mistargeted communications • Managing expectations • Advertising to employees (Internal marketing) • Selling/operation conflicts
- 17. GUIDELINES FOR DEVELOPING SERVICE COMMUNICATION 1. Develop word-of-mouth communications network 2. Promise what is possible 3. Make tangible the intangible 4. Feature the working relationship between customer & provider 5. Reduce customer fears about variations in performance
- 18. GUIDELINES FOR DEVELOPING SERVICE COMMUNICATION MIX 6. Determine & focus on relevant service quality dimensions (reliability, responsiveness, assurance, empathy and tangibility) 7. Service differentiation 8. Make it easier to understand
- 19. SPECIAL CONSIDERATIONS FOR PROFESSIONAL SERVICE PROVIDERS 1. Third-party accountability 2. Client uncertainty 3. Experience is essential 4. Limited differentiability 5. Maintaining quality control 6. Turning doers into sellers 7. Marketing Vs. Operations 8. Be proactive rather than reactive 9. Effects of ads are unknown 10. Limited marketing knowledge
- 20. Tutorial Activity 1. Define “word-of-mouth” (WOM) 2. Give 3 examples of positive & negative WOMs 3. Using real world examples, describe how positive & negative WOMs affect a: I. Sports team II. Bank III. Charity organization IV. Fast-food restaurant chain V. Theme park VI. Government agency
- 21. THANK YOU Q&A