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Service MKT Chap 7 (Services Marketing Communication Mix (Personal…
Service MKT Chap 7
Services Marketing Communication Mix
Advertising
Broadcast
Print
Outdoor
Direct Marketing
Online Marketing
Sales Promotion
Sampling
Coupon, Gifts
Sign Up
Personal Communications
Personal Selling
Telemarketing
Training
Trade shows
Word of mouth
Online social Networks
Publicity and Public Relations
Press release
Press Conference
Special Events
Sponsorship
Service Delivery Points
Service outlets
Frontline Employees
Self Service
Brochures
Corporate Design
Signage
Interior Decor
Vehicles
Equipment
Uniforms
Problems of Intangibility
Abstractness
Concepts such as financial security, investment matters, or safe transportation do not have correspondence with physical objects.
Example: Medical advice
Generality
Items that compromise a class of objects, persons, or events.
Such as airline seats, flight attendants.
It's difficult for marketers to make a unique value proposition that makes the service distinctly different from others
Non- Searchabillity
Many Service Attributes can't be searched or inspected before they are purchased.
Only the appearance, building, facility can be searched
Example: Disney Land, gym
Mental Impalpability
Customers might be difficult to determine the benefits that they will get from the service. Example: Plastic Surgery
Overcoming Problems of Intangibility
Use Tangible Cues in Advertising
Show physical characteristics of the service
Example: the hotel room, facility, etc
Use Metaphors to Communicate Benefits of Service Offerings
Use the metaphoric sentences to draw customers attention