PRESENTATION ON THE TOPIC SERVICE COMMUNICATION

PRESENTED BY GROUP 4: BRENDA ROLL NO. MBA0710 KHRAW ROLL NO. MBA1810 YANCEY ROLL NO.MBA 3210

PREVIEW
Introduction to service communication Role of Marketing communication in services Communications and Service Marketing Triangle Marketing Communication Mix Steps in developing effective communication Sources of messages received by target audience. Conclusion References

INTRODUCTION TO SERVICE COMMUNICATION

Communication of services is the most visible or audible of the marketing activities. Service communication is a strategic part of the marketing process and not merely a single part thereof. Communicating with the customers enables to deliver your message to them so that they will react to it.

ROLE OF MARKETING COMMUNICATION IN SERVICES

Inform Persuade Remind Reassure Differentiate one service from another To change the behaviour Can also change the level of awareness, attitudes and opinions Build relationship with the customer

COMMUNICATIONS AND SERVICE MARKETING TRIANGLE

COMPANY
Internal Marketing Vertical comm. Horizontal comm. External marketing Comm. Advertising Sales promotion Public relations

Direct Marketing

EMPLOYEES
Interactive Marketing Personal selling Customer service centre Service encounters

CUSTOMERS

SERVICE MARKETING COMMUNICATION MIX

Advertising Sales Promotion Public relations Direct marketing Personal selling Instructional Material

STEPS IN DEVELOPING EFFECTIVE COMMUNICATION

Select the target audience Determine the communication objectives Decide on a budget Create a message Choose media Collect feedback

SOURCE OF MESSAGES RECEIVED BY TARGET AUDIENCE

-Front line staff -Service outlets -Advertising -Sales promotions -Direct marketing -Personal selling -Public relations

source

A U D I E N C E

-Word of mouth -Media editorial

CONCLUSION
The marketing communication strategy for services requires somewhat different emphasis from that of market goods. Better services communication can will help to inform the customer about the product, then persuade them to buy the product, reassures the customers about their product, and also helps the customers to differentiate its services from the others.

REFERENCES
Zeithaml Valarie A & Bitner Mary. Jo, Service marketing; Integrating customer focus across the firm, 3rd edition, Tata McGraw Hill Publishing Company Ltd, New Delhi. Lovelock C., Wirtz J., Chatterjee J, Service Marketing, People, Technology , Strategy, Fifth edition, Published by Dorling Kinsley (Ind)Pvt Ltd. Hoffman K.D, Bateson J.E.G, Services marketing, Concepts, Strategies & cases, Akash Press delhi. http://wiki.answers.com/Q/What_is_The_role_of_commu nication_in_marketing#ixzz1v6cUQqOc