Chapter 14 - Integrated Service marketing Communications Flashcards Preview

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Flashcards in Chapter 14 - Integrated Service marketing Communications Deck (41):
1

What is Gap 4?

The gap between service delivery and external communications to customers

2

Know the services marketing triangle.

What are the components to each side of the triangle

Company on top, then employees and customers at bottom two corners

Internal marketing
(vertical and horizontal communication)

External Marketing
(Ads, Sales promo, PR, Direct Marketing)

Interactive Marketing
(personal selling, customers service, service encounter, social media, servicescape)

3

Why do we have service encounter under interactive marketing side of triangle?

Well because of inseparability, we cannot separate service provider with service usually, and customer is present during service delivery

4

What is integrated service communications?

Strategy that carefully integrates all external and internal communicate channels to present a consistent message to customers

5

Integrated service communications means coordination across what 4 things?

1. Sales and service people
2. Print
3. Internet
4. Other forms of tangible communication including the servicescape

6

How is the coordination across various things such as print, and salespeople for integrated service communications done in services?

(9 things)

1. Advertising
2. Sales presentations
3. Service encounters with employees
4. Servicescape and other tangibles
5. Internet and web presence

and

6. PR
7. Pricing
8. Service guaranteess
9. Customer education

7

What is the approach for addressing service intangibility where you tell the story of how people experience your service such as at Disney Land people riding and whatnot?

Use narrative to demonstrate the service experience

8

What is the approach for addressing service intangibility where you have people vouching for your brand who have experienced it first hand.

Generating word-of-mouth through employee relationships

9

What are two approaches for managing service promises?

1. Create a strong service brand
(such as Disney Land making sure their employees can go above and beyond)

2. Coordinate external communication
(manage peoples expectations of you, make realistic promises, don't try and undersell your brand and then wow them)

10

What are 5 approaches for managing customer expectation?

1. Make realistic promises

2. Offer service guarantees

3. Offer Choices

4. Create tiered-value service offerings

5. Communicate the criteria and levels of service effectiveness
(use tangibles and whatnot to convince people to understand your level of service)

11

What are 3 approaches for managing customer education?

1. Prepare customers for the service process

2. Confirm performance to standards and expectations

3. Clarify expectations after the sale

12

What are 6 appraches for managing internal marketing communication?

1. Create effective vertical communications

2. Create effective horizontal communications

3. Sell the brand inside the company
(employees are your first customers, if they are proud its going to be a huge benefit to your company)

4. Create effective upward communication

5. Align back-office and support personnel with external customers through interaction of measurement

6. Create cross-functional teams

13

What are 6 rarely controllable key factors that influence customer expectations

1. WOM
2. Social media
3. Publicity
4. Customer-generated media
5. customer experience with other service providers
6. Customer Needs

14

What are 3 controllable key factors that influence customer expectations

1. Advertising
2. personal selling
3. promises made by service personnel

15

What 3 things are essential to delivering services that customers perceive as high in quality?

1. advertising
2. personal selling
3. online and other communications

that do not overpromise or misrepresent

16

Additional to the marketing vehicles such as sites, social media, mobile advertising, etc.

What are some specific to services that people receive communications about brand from?

1. servicescapes
2. customer service departments
3. everyday service encounters

Which add variety, volume and complexity of info that a customer recieves

17

For the services triangle, the service customer is the target of what two types of communication?

1. external marketing communications (sales promo, ads, PR)

2. Interactive marketing (personal selling, customer service interactions, service encounters, SM, servicescapes)

18

The need for integrated marketing campaigns is important for B2B too. Why?

Because in B2B multiple parts of a service organization deal with a client and do not communicate well interally. So Internal marketing must be good!

19

Why is integrated marketing important for B2C?

So things like arriving to Costco because website said it would be open and then it's actually closed ;(

20

What is IMC (Integrated Marketing Communications)?

Company carefully integrates and organizes all of its external communication channels

21

What does the ISMC (integrated service marketing communications) require?

employees and company are in agreement about what is communicated to customer.

Requires that everyone involved with communication clearly understand both company's marketing strategy and its promise to consumers

22

What are 5 key factors that contribute to communication challenges with communicating a service (compared to what customer receives)?

1. Service intangibility
2. Management of service promises
3. Management of customer expectations
4. Customer education
5. internal marketing communication

23

What are the 5 properties which have implications for tangibility and service marketing communication?

1. Incorporeal existence
(since service act doesn't occupy space, can be impossible or difficult to show)

2. Abstractness
(Don't know where to start with service because it's vague)

3. Generality
(service promises being described in generalities, such as being "top service" making it hard to differentiate)

4. Nonsearchability
(Since it is performance, cannot be previewed or inspected before purchase)

5. Mental Impalpability
(Services are complex, multidimensional and hard to grasp, so difficult to interpret)

24

When demand and supply are not synchronized, how can customer education be beneficial?

Inform of peaks and valleys in demand, so service overloads and failures are avoided

25

What are 5 categories of strategies to match service promise with delivery?

1. Adress service intangibility
2. manage service promises
3. Manage customer expectations
4. Manage customer education
5. Manage internal marketing communication

26

What are 11 strategies to address service intangibility

1. Use Narrative to Demonstrate the Service Experience
2. Present vivid information
3. Use interactive imagery
4. Focus on the tangibles
5. Use brand icons to make the service tangible
6. Use association, phys representation, Docum, & Visual
7. Feature service employees in communication
8. Use buzz or viral marketing
9. Leverage social media
10. Aim message to influences
11. Create Ads that generates talk because its unique
12. Feature satisfied customers in communication
13. Generate word of mouth through employee relationship

27

What are the two main categories to address service intangibility?

1. Advertising and other communication strategies that clearly communicate service attributes and benefits

2. Strategies designed to encourage word-of-mouth communication

28

If your intangibility issue is incorporeal existence, what strategy should you use and how?

Physical Representation:
Show physical components of service that are unique and indicate high quality to create right association with brand

29

If your intangibility issue is Abstraction, what strategy(s) should you use and how?

Service consumption episode:
capture and display typical customers benefiting from service evoking particular incidents

30

If your intangibility issue is Generality, what 3 strategys should you use and how?

1. System Documentation:
(Objectively document system by showing facts and figures)

2. Performance Documentation:
(Document and cite past positive performance stats)

3. Service performance episode:
(present vivid story of actual service delivery incident that relates to important service attribute)

31

If your intangibility issue is Nonsearchability, what 2 strategys should you use and how?

1. Performance documentation:
(Cite independently audited performance)

2. Consumption documentation
(Obtain and present customer testimonials)

32

If your intangibility issue is Mental Impalpability, what 2 strategys should you use and how?

1. Service process Episode:
Present a vivid documentary on the step-by-step service process

2. Case history episode:
(Present an actual case history of what the firm did for specific client)

33

What are two strategies to manage your service promise?

1. Create a strong service brand

2. Coordinate external Communication

34

Explain the service branding model

So company's presented brand and non controllable external brand communications effects brand awareness and brand meaning

Customer experience with company just effects brand meaning

And Brand awareness and brand meaning together create brand equity

35

What are 5 strategies to manage customer expectation?

1. Make realistic Promises

2. Offer service guarantees

3. Offer Choices

4. Create tiered-value service offerings

5. Communicate the criteria and Levels of service effectiveness

36

What is an example of tiered-servie value offerings?

Having a gold costco card vs a Platinum

37

What are two advantages with tiered-value service offerings?

1. Burden of choosing service level on customer, so customer familiarizes with specific service expectations

2. Company can identity which customers are willing to pay higher prices for higher service

38

How can you communicate the criterion and levels of service effectiveness?

So if I go to a client before Cossette does and tell them how much I think Digital strategy should cost, my philosophy, how ROI can be closely tracked etc

Then Cossette comes in and the customer already has criterion and levels of service effectiveness they will be judged on that would probably put me in the upper hand

39

What are 3 strategies to manage customer education?

1. Prepare customers for the service process

2. Confirm Performance to standards and expectations

3. Clarify expectations after the sale

40

For confirming performance to standards and expectations, what are the 3 conditions that make service providors not receive credit for their actions when they do not reinforce actions with communications about their fulfilment of the request?

1. Customer cannot evaluate the effectiveness of a service

2. Decision making in service purchase is a person different form the users of the service

3. Service is performed out of sight of the customer

41

What are the 6 strategies for managing internal marketing communication?

1. Create effective vertical communication

2. Create Effective horizontal Communications

3. Sell the brand inside the company

4. Create effective Upward Communication

5. Align Back-Office and Support Personnel with External Customers through Interaction or measurement

6. Create Cross-Functional Teams

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