Professional Documents
Culture Documents
2nd Edition
Instructor Supplements
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Chapter 7 Outline
7.1
7.2
7.3
7.4
7.5
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7.1
Role of Marketing Communications
7.1
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7.2
Challenges of Service Communications
7.2
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Non-searchability
Cannot be searched or inspected before purchase
Abstractness
No one-to-one correspondence with physical objects
Mental impalpability
Customers find it hard to grasp benefits of complex, multidimensional
new offerings
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To overcome intangibility
Use tangible cues in advertising
Use metaphors to communicate benefits of service offerings
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7.3
Marketing Communications Planning
7.3
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Prospects
Employ traditional communication mix because prospects are not
known in advance
Users
More cost effective channels
Employees
Secondary audience for communication campaigns through public
media
Shape employee behavior
Part of internal marketing campaign using company-specific
channels
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7.4
The Marketing Communications Mix
7.4
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Research suggests that less than half of all ads generate a positive
return on their investment
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For services that are bought less often, firms representative acts as
consultant to help buyers make selection
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Sales rep who usually reaches four to five potential customer per
day may be able to get five qualified leads per hour at a show
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Banner advertising
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Service outlets
Can be through banners, posters, signage, brochures, video
screens, audio etc.
Frontline employees
Communication from frontline staff can be for the core service or
supplementary elements
New customers in particular need help from service personnel
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Twitter
Becoming increasingly popular fastest-growing social
networking service
Media Coverage
Compares, contrasts service offerings from competing
organizations
Advice on best buys
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7.5
The Role of Corporate Design
7.5
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