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L7: Promoting Services & Educating Customers (4️⃣ Marketing…
L7: Promoting Services & Educating Customers
1️⃣ Roles of MARCOM during service process
Add value through communication content
Facilitate customer involvement in production
Position and differentiate service
Stimulate or dampen demand to match capacity
2️⃣ Challenges for Service being 'Intangible'
Abstractness: No 1-1 correspondence with physical objects e.g. insurance services
Mental impalpability: Customers find it hard to grasp benefits of complex offerings
Non-searchable: Cannot be searched/inspected before purchase
To overcome: Use metaphors on benefits, use intangible cues in advertising
Generality: Items that comprise a class of objects, persons or events e.g. airline seats, cabin crews, service
3️⃣ MARCOM planning (4Ws 1H)
Where - avenue of communication
When - Timing of communication
What - objectives
How - method of communication
Who - Prospects, users, employees
5️⃣ New Media / Digital Marketing
Mobile Ads
Social Networks & Communities
4️⃣ Marketing Communication Mix
Sales promotions e.g. sampling, coupon, gifts, price promo
Publicity & PR e.g. press conferences, press releases, sponsorship, special events
Advertising e.g. print, internet, outdoor, direct mail
Instructional materials e.g. websites, manuals, brochures
Personal communications e.g. selling, customer service, training, WOM
Corporate design e.g. vehicles, signage, equipment, uniforms