Chapter 7:
Promoting Services
and Educating
Customers
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Overview of Chapter 7
Services Marketing
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Services Marketing
Role of Marketing
Communications
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Services Marketing
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Services Marketing
e.g., Airlines
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Promote Contributions of
Service Personnel
Services Marketing
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Services Marketing
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Services Marketing
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Services Marketing
Challenges of Services
Communications
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Overcoming Problems of
Intangibility
Services Marketing
Generality
- Items that comprise a class of objects, persons, or events
Abstractness
- No one-to-one correspondence with physical objects
Non-searchability
- Cannot be searched or inspected before purchase
Mental impalpability
- Customers find it hard to grasp benefits of complex,
multi-dimensional new offerings
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Overcoming Problems of
Intangibility
Services Marketing
To overcome intangibility
Use metaphors
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Services Marketing
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Services Marketing
Marketing Communications
Planning
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Services Marketing
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Services Marketing
Prospects
Users
Employees
Shape behavior
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Services Marketing
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Services Marketing
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Services Marketing
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Services Marketing
The Marketing
Communications Mix
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Services Marketing
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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
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Services Marketing
Channel
Aim
Challenges
Advance in on-demand
technologies (e.g., spam
filters, cookie busters, pop-up
blockers) empower
consumers to decide how and
when they prefer to be
reached, and by whom
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Services Marketing
Channel
Aim
Challenges
Sales Promotion:
Communication attached to
an incentive that is specific
to a period of time, price, or
customer group
Personal Selling:
Common in b2b and
infrequently purchased
services
Trade Shows
Stimulate extensive
Opportunity to learn about latest
media coverage with
offerings from wide array of
many prospective buyers suppliers
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Services Marketing
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Services Marketing
Ease of use
Quick to download
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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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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
FedEx Express
FedEx Ground
FedEx Freight
FedEx Kinkos
Express is red/orange
Ground is green
Each
subbrand
different
FedEx
Supplyhas
Chain
Servicescolor scheme for second word to
create differentiation for subbrands, e.g.,
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Services Marketing
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Summary
Services Marketing
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Summary
Services Marketing
Service outlets
Front-line employees
Self-service delivery points
Word of mouth
Blogs
Twitter
Media coverage
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