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Services and Customers: Promoting Educating

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48 views

Services and Customers: Promoting Educating

Uploaded by

Sara Yahyaoui
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 19

Services Marketing

Chapter 8:
Promoting Services
and Educating
Customers

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 1
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 2
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 3
Services Marketing

Role of Marketing
Communications

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 4
Services Marketing

Marketing Communications
Planning

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 5
Checklist: The “5 Ws” Model
Services Marketing

• Who is our target audience? (Prospective customers, Current


Users, Employees)

• What do we need to communicate and achieve?

• How should we communicate this?

• Where should we communicate this?

• When do communications need to take place?

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 6
How
Services Marketing

• To overcome intangibility
• Use tangible cues in advertising
• Use metaphors

• Tangible metaphors help to communicate benefits of service


offerings, e.g.,
• Allstate – “You’re in good hands”
• Prudential Insurance – uses Rock of Gibraltar
as symbol of corporate strength

• Metaphors communicate value propositions more


dramatically and emphasize key points of difference

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 7
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 8
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 9
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 10
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 11
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 12
Sources of Messages Received by
Target Audience
Services Marketing

Source: Adapted from a diagram by Adrian Palmer, Principles of Services Marketing, London: McGraw-Hill,4th ed., 2005, p. 397
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 13
Where
Marketing Communications Mix for Services
Services Marketing

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 14
Services Marketing

• Which elements of the marketing communications mix would you


use for each of the following scenarios? Explain your answers.
• A newly established hair salon in a suburban shopping center
• An established restaurant facing declining patronage because of new
competitors
• A large, single-office accounting firm in a major city that serves primarily
business clients

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 15
When Services Marketing

Timing Decisions
• Map timing against Service Communications Funnel
• Use media plan flowchart

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 16
Evaluating Services Marketing

• Evaluating the communicating strategy is typically conducted by


comparing communication outcomes with previously stated
objectives.
• pre-test and post-test surveys
• effective communication strategies do not always lead to immediate
increases in sales.
• lagged effect : demand for many types of services is infrequent, and
therefore the success of the campaign may not be realized until a
later point in time.

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 17
Ethical Issues in Communication
Services Marketing

• Poor internal communications between operations and


marketing personnel concerning level of service performance

• Deliberately exaggerated promises to secure sales

• Deceptive promotions

• Unwanted intrusion by aggressive marketers into people’s


personal lives

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 18
Services Marketing

 Integrated Marketing Communications

Integrate communication across all channels to deliver a


consistent message, look, and feel

Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 19

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