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6. Promotion, Interactive Marketing, Advertising, INTEGRATED SERVICES…
6. Promotion
The Role of Marketing Communication
Position & Differentiate the service
Promote the contribution of Service personnel & Backstage Operation.
Add value through communication content.
Facilitate customer Involvement in service production.
Stimulate or Dampen demand to match capacity
Communications and the Services Marketing Triangle
Key Reasons For Service Communication Problems
Service Intangibility
Approaches for addressing
Advertising & other communication
word-of-mouth communication.
Inadequate Management of Service Promises
Approaches for managing service promise
Create a strong service brand
Coordinate external communication.
Traditional
Sales Promotion
USES
Immediate purchases
Increase trial
Encourage repurchase
Increase ad effectiveness
Encourage brand switching
Encourage brand loyalty
Objectives
Increase sales
Disseminate information
Get customers to make purchases at the point of purchase
Prompt existing customers to buy more.
Introduce new products
Attract new customers
Competition effectively
To check seasonal changes in sales volume
New
Inadequate Management of Customer Expectation
Approaches for managing Customer Expectations
Make realistic promises
Offer service guarantees
Create tiered-value service offerings
Communicate the criteria and levels of service effectiveness
Offer Choices
Inadequate Customer Education
Approaches
Prepare customers for the service process.
Confirm performance to standards and expectations.
Clarify expectations after the sale.
Inadequate Internal Marketing Communication
Approaches
Create effective vertical communications
Create effective horizontal communications
Sell the brand inside the company
Create effective upward communication
Align back-office and support personnel with external customers
Create cross-functional teams
Interactive Marketing
Personal Selling
Customer Service
Center Service Encounters
Servicescapes
Advertising
Objectives
Informative advertising
Reminder advertising
Persuasive advertising
Reinforcement advertising
INTEGRATED SERVICES COMMUNICATIONS
Internal Marketing
Vertical Communications
Horizontal Communications
External Marketing Communication
Sales Promotion
Public Relations
Direct Marketing
Advertising
Company
Customers
Employees
Service Triangle