Services Marketing

Chapter 8:
Promoting Services
and Educating
Customers

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 Services Marketing

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 Services Marketing

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 Services Marketing

Role of Marketing
Communications

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 Services Marketing

Marketing Communications
Planning

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 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?

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 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

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 Services Marketing

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 Services Marketing

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 Services Marketing

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 Services Marketing

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 Services Marketing

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 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
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 Where
Marketing Communications Mix for Services
Services Marketing

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 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

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 When Services Marketing

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

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 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.

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 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

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 Services Marketing

 Integrated Marketing Communications

Integrate communication across all channels to deliver a

consistent message, look, and feel

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