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CHAPTER 7 : PROMOTING SERVICES &EDUCATING CUSTOMERS :book: - Coggle…
CHAPTER 7 : PROMOTING SERVICES &EDUCATING CUSTOMERS :book:
ROLE OF MARKETING COMMUNICATION
:sunflower: helps customer evaluate offering and highlight differences that matter
:sunflower: promote contribution of personnel and backstage operation
:sunflower:facilitate customer involvement in production
MARKETING COMMUNICATION PLANNING
:explode: KNOW target audience
:explode:WHAT to communicate & achieve
:explode: HOW to communicate
:explode:WHERE should communicate
:explode: WHEN do communication
CHALLENGE OF SERVICE COMMUNICATION
INTANGIBILITY
:rose:mental impalpability -customer find it hard to grasp benefit of complex, multidimensional new offerings
:rose: abstractness -no one to one correspondence with physical object
:rose: Non -searchability -cannot searched or inspected before purchase
:rose: generality -Items that comprise a class of objects, persons, or events
OVERCOME INTANGIBILITY
:rosette:Use tangible cues
:rosette: use metaphor to communicate benefits in communication offerings
THE MARKETING COMMUNICATION MIX
:<3: personal communication
:<3:advertising
:<3:sales promotion
:<3:publicity &public relation
:<3:Instructional instrument
THE ROLE OF CORPORATE DESIGN
strategies:
:star:many services firms employ a unified and distinctive visual appearance for all tangible
:star: provide recognition and strengthen brand image