Professional Documents
Culture Documents
Chapter 7:
Promoting Services
and Educating
Customers
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 1
Overview of Chapter 7
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 2
Services Marketing
Role of Marketing
Communications
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 3
Specific Roles of Marketing
Communications
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 4
Help Customers to Evaluate
Service Offerings
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 5
Promote Contributions of
Service Personnel
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 7
Stimulate or Dampen Demand to
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 8
Services Marketing
Challenges of Services
Communications
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 9
Overcoming Problems of
Intangibility
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 10
Overcoming Problems of
Intangibility
Services Marketing
To overcome intangibility
Use tangible cues in advertising
Use metaphors
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 12
Services Marketing
Marketing Communications
Planning
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 13
Checklist: The “5 Ws” Model
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 14
Target Audience: 3 Broad
Categories
Services Marketing
Prospects
Employ traditional communication mix because prospects are not
known in advance
Users
More cost effective channels utilized
Employees
Secondary audience for communication campaigns
Shape behavior
Part of internal marketing campaign using company-specific
channels
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 15
Educational and Promotional
Objectives in Service Settings
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 16
Educational and Promotional
Objectives in Service Settings
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 17
Educational and Promotional
Objectives in Service Settings
Services Marketing
The Marketing
Communications Mix
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 19
Marketing Communications Mix
for Services
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 20
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 21
Traditional Marketing Channels
Services Marketing
Channel Aim Challenges
Advertising: Done via Build awareness, inform, Needs to be unique as less
media channels persuade, and remind than half of all ads generate a
positive ROI
Public relations: Efforts Builds reputation and credibility Form relationships with its
to stimulate positive to secure an image conducive employees, customers, and
interest through third to conduct business the community
parties
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 22
Traditional Marketing Channels
Services Marketing
Channel Aim Challenges
Sales Promotion: Generate attention and Motivating customers to use a
Communication attached to speed up introduction service sooner, in greater
an incentive that is specific and acceptance of new volume, or more frequently
to a period of time, price, or services especially during periods when
customer group demand would be weak
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 23
Internet Marketing Offers Powerful
Opportunities
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 24
Website Design Considerations
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 25
Effective Advertising on Internet:
Banner Advertising
Services Marketing
Limitations
Obtaining many exposures does not necessarily lead to increase in
awareness, preference, or sales
Fraudulent click-throughs designed to boost apparent effectiveness
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 26
Effective Advertising on Internet:
Search Engine Advertising
Services Marketing
Advertising options:
Pay for targeted placement of ads to relevant keyword searches
Sponsor a short text message with a click-through link
Buy top rankings in the display of search results
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 27
Messages Transmitted through
Service Delivery Channels
Services Marketing
Service outlets
●
●
Servicescape: Physical design
●
Shape customer’s perceptions
●
Cross-selling of additional services
Self-service delivery ●
ATM, vending machines and websites
●
Require clear signage and instructions on how to use the service
points
●
Familiarize customers with service product and teach them how to use it
Customer training to their best advantage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 28
Messages Originating from Outside
the Organization
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 29
Messages Originating from Outside
the Organization
Services Marketing
Media Coverage
Compares, contrasts service offerings from competing
organizations
Advice on “best buys”
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 30
Ethical Issues in Communication
Services Marketing
Deceptive promotions
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 31
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 32
Strategies for Corporate Design
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 33
Strategies for Corporate Design
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 34
FedEx: Use of Company Name In
Corporate Design
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 35
Developing An Integrated Marketing
Communications Strategy
Services Marketing
Communications in
different media should form
part of a single, overall
message about the service
firm
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 36
Summary
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 – Page 37
Summary
Services Marketing