Академический Документы
Профессиональный Документы
Культура Документы
Promoting SERVICES
and Educating Customers
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 1
Overview of Chapter 7
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 2
Specific Roles of Marketing Communications
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 3
Overcoming Problems of Intangibility (1)
Non-searchability
Abstractness
Mental impalpability
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 4
Overcoming Problems of Intangibility (2)
To overcome intangibility
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 5
Checklist for Marketing Communications Planning:
The “5 Ws” Model
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 6
Target Audience: 3 Broad Categories
Prospects
Employ traditional communication mix because prospects are not
known in advance
Users
Employees
Secondary audience for communication campaigns through public
media
Shape employee behavior
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 7
Common Educational and Promotional Objectives
in Service Settings (1) (Table 6.2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 8
Common Educational and Promotional Objectives
in Service Settings (2) (Table 6.2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 9
Marketing Communications Mix
for Services (Fig. 7.10a)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 10
Sources of Messages Received by
Target Audience (Fig. 7.10b)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 11
Messages through Marketing Channels:
Advertising
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 12
Messages through Marketing Channels:
Public Relations
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 13
Messages through Marketing Channels: Direct
Marketing (1)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 14
Messages through Marketing Channels: Direct
Marketing (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 15
Messages through Marketing Channels:
Sales Promotion
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 16
Messages through Marketing Channels:
Personal Selling
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 17
Messages through Marketing Channels:
Trade Shows
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 18
Messages through Internet:
Company’s Website
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 19
Messages through Internet:
Online Advertising (1)
Banner advertising
Placing advertising banners and buttons on portals such as Yahoo,
Netscape and other firms’ websites
Draw online traffic to the advertiser’s own site
Web sites often include advertisements of other related, but non
competing services. E.g,
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 20
Messages through Internet:
Online Advertising (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 21
Moving from Impersonal to Personal
Communications
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 22
Messages through Service Delivery Channels
Service outlets
Can be through banners, posters, signage, brochures, video
screens, audio etc.
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 23
Messages Originating from Outside the
Organization (1)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 24
Messages Originating from Outside the
Organization (2)
Media Coverage
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 25
Ethical Issues in Communication
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 26
Strategies for Corporate Design (1)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 27
Strategies for Corporate Design (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 28