Defining the Target Audience
What are 2 of the 5 W's of service marketing?
Who, What, How, Where and When
What is 1 method of service communication during the service encounter?
1. Customer involvement in service production
2. Promote a positive atmosphere and training with frontline employees
3. Match demand to capacity
What is the services marketing communications mix?
A mix of cost-effective strategies to deliver our message strategy to target audiences.
What is the main reason companies use corporate design in services marketing?
To create a unified image for all parts of the company in customers' minds.
What are common traditional media channels?
TV, direct mail, personal selling, sales promotions (like coupons) and others.
What are the three broad audiences for service marketing?
Prospects, users and employees
What are common communications objectives in services marketing communications funnel?
1. Customer acquisition
2. Service encounter management
3. Customer engagement
What are 2 examples of messages that come from outside the organization?
1. WOM
2. Online social networks
3. Media coverage online
4. Media coverage from traditional sourcesHow do companies bring all of their media and messaging into a single plan?
Integrated marketing communications
What are some of the benefits of online marketing channels?
Highly-targeted messages, easy and instant impulsive purchase opportunities at higher prices, wider selection than many brick and mortar suppliers.
What is corporate design?
Unified message and visual appearance of all elements of service.
What are the components of the Three-Stage Model of Service Consumption?
1. Pre-Purchase Stage
2. Service Encounter Stage
3. Post-Encounter Stage
What are the 3 key sources of messages received by the target audiences?
1. Marketing Communication
2. Service delivery channels
3. Messages outside company control
What is the ultimate goal of a corporate logo?
To communicate the entire company mission in a single symbol (i.e. Nike, BMW)
How are franchises an effective service marketing option?
Easy method to quickly expand messaging and service experience over a large region.
What is the main challenge of service communications?
Intangibility
What are strategic objectives in services marketing?
1. Brand positioning
2. Show products are better versus the competition.
3. Build and maintain relationships
What are key factors marketers need to be taken into account in company website design?
1. High in quality content
2. Easy to use
3. Quick to download
4. Updated frequently
What is a problem in marketing services to consumers that find those services hard to evaluate?
Unrealistic promises
What are common forms of post-purchase marketing?
Coupons, WOM, other approaches to get consumer to build awareness and return to the company.
How are service market communications targeted at consumers and employees?
Advertising Shows what is promised to customers, so employees know how to shape their behavior.
What is the 'AIDA" model in pre-purchase service marketing?
A - Awareness
I - Interest
D - Desire
A - Action
What are 3 of the 6 service communications channels?
1. Advertising
2. Sales Promotion
3. Personal Communications
4. Publicity/PR
5. Delivery Points
6. Corporate design
What types of companies is the use of logos critically important?
Companies in highly competitive markets need to stand out among other companies.
How can service companies use marketing to manage demand capacity?
Promote daily specials for low demand times (Taco Tuesday) or increase prices in high demand periods among others.