Chapter 16: Managing external and internal communications

Question 1

Integrated services marketing communications (ISMC)

Answer 1

Integrated marketing communications build a strong brand identity in the marketplace by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all venues. It means that your PR materials say the same things as your direct mail campaign, and your advertising has the same ‘look and feel’ as your website.

Question 2

Customer education

Answer 2

Service companies must educate their customers. If customers are unclear about how the service will be provided, what their role in delivery involves, and how to evaluate services they have never used before, they will be disappointed.

Question 3

Tangibilization strategies

Answer 3

Four strategies of tangibilization: association, physical representation, documentation and visualization.

Question 4

Search engine optimization

Answer 4

Involves achieving the highest position in search engines’ listing of results for a specific combination of keywords entered by search engine users.

Question 5

Tiered-value service offerings

Answer 5

Product companies are accustomed to offering different versions of their products with prices commensurate with the value customers perceive.

Question 6

Vertical communication

Answer 6

Are either downward, from management to employees, or upward, from employees to management.

Question 7

Horizontal communication

Answer 7

Are those across functional boundaries in an organization.