Describe the ways that a services marketing communications strategy differs from that

of a manufacturing firm.

The ways that a service marketing communications strategy differs from that of a manufacturing
firm is due to intangibility issues with that understanding service marketers are going to have to
position and differentiate service. According to Lovelock and Wirtz, (2011), “Companies use
marketing communications to persuade target customers that their service product offers the
best solution to meet those customers’ needs, relative to the offerings of competing firms” (p.
165). This can be done by advertisement letting a customer know what makes this service
better than the competition. With a manufacturing firm they do not have to persuade target
customers and a manufacturing firm makes tangible products.

Identify four common educational and promotional objectives in service settings, and
provide a specific example for each objective you list.

Educational and promotional objectives are vital to the service setting. In our text according to
Lovelock and Wirtz, (2011) states, “Communications objectives answer the question of what we
need to communicate and achieve. […] Objectives may include shaping and managing
customer behavior in any of the three stages of the purchase and consumption process (i.e., the
prepurchase, service encounter, and postconsumption stages)” (p. 173). The four common
educational and promotional objectives that will be identified are:

1. Create memorable images of companies and their brands. An example of this would be the
talking Gecko from Geico car insurance. Images of the Gecko are everywhere. From television
commercials, advertising banner, billboards, buses, and benches just to name a few.

2. Build preference by communicating the strengths and benefits of a specific brand. It is

already noted that it is difficult to market a service. However, Geico communicates its strengths
and benefits by their tagline, “15 minutes can save you 15% or more on car insurance?”
[ CITATION Chu12 \l 1033 ]. That slogan caught the attention of those target markets looking to
save on car insurance. It also gave the company a competitive advantage.

3. Encourage trial by offering promotional incentives. Promotions are giveaways or special

events that give customers an incentive to make an immediate purchase of goods or services. A
promotional incentive might include: Discount coupons, customers will use coupons to save
money on certain products or services. Who does not appreciate a $10.00 off coupon on your
next oil change?

4. Recognize and reward valued customers. Customers come and go that is just the way it is,
however, there are those customers who are dedicated and loyal to no end. What better way to
acknowledge those loyal customers then by doing something nice. My sister always goes to
Atlantic City; she is considered a VIP at Harrah’s Hotel and Casino. On the anniversaries that
commemorate how long she has been a VIP with Harrah’s they send her nice gifts. On her 10
year anniversary they sent her a weekend getaway that included free stay at their hotel and
casino, $300.00 gift card, and a Blue-Ray player. On her birthday they send gifts too. Whenever
she goes to Atlantic City, she never leaves the Harrah’s.
References

Churt, R. (2012). 5 Examples of Huge Branding Successes and How You Can Achieve Them
Too. Social Media Today, Retrieved from http://www.socialmediatoday.com/content/5-
examples-huge-branding-successes-and-how-you-can-achieve-them-too.

Lovelock, C. & Wirtz, J. (2011). Services marketing: People, technology, strategy (7th ed.).
Upper Saddle River, NJ: Pearson Prentice Hall.