Chapter 7: Developing the Service Communication Strategy Flashcards Preview

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Flashcards in Chapter 7: Developing the Service Communication Strategy Deck (15)
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Communicates the firm's positioning strategy to its target markets, including consumers, employees, stockholders, and suppliers for the purpose of achieving organizational objectives.

Communication strategy


The array of communications tools available to marketers including advertising, personal selling, publicity (public relations), sales promotions, and sponsorships.

Communication mix


The market segment that becomes the focus of a firm's marketing efforts.

Target markets


When setting objectives, objectives should be SMART - specific, measurable, achievable, relevant, and time-bound.

SMART terms


How the firm is viewed by consumers compared to its competitors. This strategy speaks to the firm's differential advantage.

Positioning strategy


The content of the firm's communication message.



Service staff who are required to deal with customers quickly and effectively in "once only" situations where large numbers of customers are present.

Type 1 service staff


Service staff who deal with numerous, often repeat customers in restricted interactions of somewhat longer duration.

Type 2 service staff


Service staff required to have more highly developed communication skills because of more extended and complex interactions with customers.

Type 3 service staff


Experienced when employees are asked to perform a new role that is inconsistent with their self-concept.

Role/self conflict


Occurs when an employee is asked to perform two contradictory roles such as being both efficient and effective.

Direct conflict


When demand for the service is infrequent, and therefore the success of the communication strategy may not be realized until a later point in time.

Lagged effect


Occurs when the same communication message appeals to two diverse market segments.

Mistargeted communications


An overall favourable or unfavourable impression based on early stages of the service encounter.

Halo effect


Printed materials through which the professional image of the firm can be consistently transmitted, including firm brochures, letterhead, envelopes, and business cards.

Visual pathway