The development of a promotional mix for services relies on the detailedspecification of promotion objectives to ensure that that appropriate

messages are chosen and effectively channelled in a cost effective mannerto reach the target market. Typical service promotional objectives are: to develop an awareness or interest in the organization and its services to communicate the benefits of purchasing a service to build a positive image of the organization to differentiate the organization from its competitors to remind customers of the existence of the service and theservice organization (Palmer and Cole, 1995:260). People People as an element in the service mix include all the human actors thef i r m s e m p l o y e e s ( i n t e r n a l c u s t o m e r s ) , t h e b u y e r s ( e x t e r n a l customers), andother customers who play a part in service d e l i v e r y a n d influence customers. Processes Processes are the actual procedures, mechanisms, and flow of activities bywhich services are delivered (Zeithaml and Bitner, 1996, 21). Customers judge

services on the operational flow or on the actual delivery thereof. Theinseparability characteristic of services requires customers to follow a seriesof extensive or complicated actions to complete the process. Often the logicof these actions escapes the customers. Whether the service process isstandardised or customised, it is used as evidence by customers to judgeservice quality. Physical evidence The environment in which the service provider delivers the service andwhere the customers and the organization interact, as well as any tangiblecomponent that facilitates performance or communication of the service, isreferred to as physical evidence (Zeithaml and Bitner, 1996, 26). Environment and trends : Managers of the service companies must be aware of these companies :Below are some trends that are shaping the marketing approach of service companies: Focus on Customer Service and Customer Satisfaction . Companies oft h e p a s t f o c u s e d t o o m u c h o n t h e i r i n t e r n a l b e i n g . T h e i r c a p i t a l e x p e n d i t u r e s w e r e g e a r e d t o w a r d s e x p a n s i o n o f n e t w o r k , t e c h n i c a l superiority, and market domination by size or scale. These companiesfailed to recognize that unless customer needs are taken to account,these initiatives will not bring success or profit. Focus on the Service Value . Customers want value for their money andthey expect that companys offerings must be of prime quality at thel e a s t p o s s i b l e p r i c e . T h i s i s o p p o s i t e t o t h e p r i n c i p l e o f b u s i n e s s o p e r a

t i o n s . C o m p a n i e s w i l l n e e d m o r e m o n e y t o e x e c u t e f i r s t - c l a s s service because it requires investment on well-experienced employeeswhich eventually require higher salaries, high-end facilities, additional e m p l o y e e t r a i n i n g s w h i c h a l l b o i l s d o w n t o a n i n c r e a s e o p e r a t i o n a l expenditures. M anagers of service companies are tasked to design as e r v i c e m o d e l t h a t a r e v a l u a b l e t o t h e i r c u s t o m e r s b u t p r i c e d reasonably. In the past, companies believe that as long as they are bigin terms of scale, size, and resources, their perceived value is high. Thisis no longer true today. The best judge of your companys value is yourcustomers. Focus on Information Technology. O n e o f t h e b e s t c o n t r i b u t i o n s o f technology is information. Technological advances led to the availabilityof information in all sectors of the organization. Examples of informationare consumers purchasing behavior, consumers consumption pattern,consumers data information and so on. Information made the decisionm a k i n g p r o c e s s o f t o p e x e c u t i v e s e a s y a n d l a t e r r e s u l t e d to f u r t h e r i n n o v a t i o n a n d i m p r o v e m e n t o n t h e c o m p a n y s s t r a t e g i c d i r e c t i o n . Companies who failed to use information also failed to understand theircustomers. Focus on Globalization. Globalization has swept companies from allover the world by storm. Local markets are already saturated by localp l a y e r s a n d t h e b e s t w a y t o e x p a n d t h e i r s a l e s i s t o t a p e m e r g i n g intern ational markets. However, internationalization approach is not ass i m p l e a s t r a n s p o r t i n g y o u r s e r v i c e t o a n o t h e r c o u n t r y . I f y o u r co mpanys service model is effective in your local market, it is not a guarantee that it will also be effective in other countries. Culture, socialbehavior, and customs of the foreign country must always be taken intoaccount. Many companies who jumped in the globalization band wagonf a i l e d t o a d j u s t t h e i r s e r v i c e a p p r o a c h w h e n s e t t i n g u p a f o r e i g n franchise. In the fast-food industry for instance, MC Donalds beef burgermay not be a hit in countries like India because cows are sacred in thiscountry. Some American fast-food chains that established franchise inthe Middle East or some parts of Asia changed the ingredients of their food products and modify the service orientation of their staff in orderto adapt to the taste and customs of the locals.T h e s e a r e j u s t s o m e o f t h e e m e r g i n g t r e n d s t h a t m a n a g e r s o f s e r v i c e companies must consider. Companies that did not recognize these signs and failed to adapt to these trends have suffered and send millions or even billionsof their resources in to the trash bin.