Beruflich Dokumente
Kultur Dokumente
Educating
Customers and
Promoting the
Value
Proposition
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 1
Learning Objectives - Chapter 6
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 2
Communicating Services
Presents Both Challenges
and Opportunities
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 3
Difference between communications
strategies of services and goods
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 4
Overcoming Problems of Intangibility
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 5
Advertising Strategies for
Overcoming Intangibility (Table 6.1)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 7
Using Metaphors to
Communicate Value Propositions
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 8
DHL: Promoting the Efficiency of
Its Import Express Service (Fig 6.4)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 9
Facilitate Customer Involvement in
Production
When customers are actively involved in service production, they need
training to perform well
Show service delivery in action
Television and videos engage viewer
Dentists showing patients videos of surgical procedures before
surgery
Streaming videos on Web and podcasts are new channels to reach
active customers
Advertising and publicity can make customers aware of changes in
service features and delivery systems in b2b and b2c contexts
Sales promotions to help change customer behaviour
Offer incentives to make necessary changes
Price discounts to encourage self-service on an ongoing basis
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 10
Help Customers to Evaluate
Service Offerings
Customers may have difficulty distinguishing one firm from another
Provide tangible clues related to service performance
Some performance attributes lend themselves better to advertising
than others
Airlines
Boast about punctuality
Do not talk overtly in advertising about safety, admission that things might go wrong
make prospective travelers nervous
Use indirect approach: promote pilot expertise, mechanics maintenance skills,
newness of aircraft
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 11
Stimulate or Dampen Demand to
Match Capacity
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 12
Promote the Contributions of
Service Personnel
Frontline personnel are central to service delivery in high-
contact services
Make the service more tangible and personalized
Advertise employees at work to help customers understand nature
of service encounter
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 13
Setting Communication
Objectives
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 14
Checklist for Marketing Communications
Planning: The 5 Ws Model
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 15
Target audience and communications
objectives
Connect to target audience
First time users advertising, public relations, direct marketing
Existing users contact personnel and point of sale promotions
Employees secondary audience in front stage roles
Specify clear communications objectives, select most
appropriate messages and communications tools to achieve
(Table 6.2)
Key planning considerations
Know your service product, how buyers evaluate and their exposure
to different media
Determine the content, structure, style of message and best media
Budget, timing and measurement system
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 16
The Marketing
Communications Mix
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 17
Marketing Communications Mix
for Services (1) (Fig 6.6)
Internet Sign-up
Training
rebates
Word of Prize
* Word-of-mouth
mouth
(other customers)
Direct mail
promotions
Front-line staff
Messages originating
within organization d u c tion
Pro nnels Service outlets A
cha
U
Mark
e
chan ting Advertising D
nels Sales promotions I
Direct marketing
Sources Personal selling
E
Public relations N
C
Messages originating E
outside organization Word of mouth
Media editorial
Source: Adapted from a diagram by Adrian Palmer, Principles of Services Marketing, London: McGraw-Hill,4th ed., 2005, p. 397
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 20
Message Transmission (1)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 21
Message Transmission (2)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 22
Role of Corporate Design
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 23
Strategies for Corporate Design
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 24
Marketing Communications
and
the Internet
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 25
Internet Marketing Offers Powerful
Opportunities for Interactivity
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 26
Website Design Considerations
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 27
EasyJet Paints Its Website Address on
Each of Its More than 200 Aircraft
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 28
Effective Advertising on Internet:
Banner Advertising (1)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 29
Effective Advertising on Internet:
Banner Advertising (2)
Limitations
Obtaining many exposures (eyeballs) to a banner does not
necessarily lead to increase in awareness, preference, or sales
Problem of fraudulent click-throughs designed to boost apparent
effectiveness
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 30
Effective Advertising on Internet:
Search Engine Advertising (1)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 31
Effective Advertising on Internet:
Search Engine Advertising (2)
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 32
Developing an Integrated Marketing
Communications Strategy
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 33
Summary Chapter 6
The communications mix is very rich including additional areas such as instruction
manuals, corporate design and Word of Mouth
The communications mix is also concerned with where the messages are being
transmitted
Copyright 2008 Pearson Education Canada Services Marketing, Canadian Edition Chapter 6- 34