Podcast
Questions and Answers
What is one of the objectives of marketing communication in a service organization?
What is one of the objectives of marketing communication in a service organization?
- To reduce operational costs
- To enhance product availability
- To eliminate competition
- To build customer relationships (correct)
Sales promotion is primarily focused on long-term brand building rather than immediate sales.
Sales promotion is primarily focused on long-term brand building rather than immediate sales.
False (B)
What role does personal selling play in a service environment?
What role does personal selling play in a service environment?
It involves direct interaction with customers to fulfill their needs and build relationships.
________ is a marketing communication tool that involves direct contact with consumers to encourage immediate action.
________ is a marketing communication tool that involves direct contact with consumers to encourage immediate action.
Match the following marketing communication elements with their descriptions:
Match the following marketing communication elements with their descriptions:
What is a benefit of using local newspapers for advertising?
What is a benefit of using local newspapers for advertising?
Television advertising generally allows for geographical audience segmentation.
Television advertising generally allows for geographical audience segmentation.
What type of advertising is described as 'moving billboards'?
What type of advertising is described as 'moving billboards'?
Outdoor advertising includes billboards and ___________.
Outdoor advertising includes billboards and ___________.
Which type of media advertising is generally most expensive?
Which type of media advertising is generally most expensive?
Match the type of media with its description:
Match the type of media with its description:
Radio advertising is more expensive than television advertising.
Radio advertising is more expensive than television advertising.
Name one decision related to the use of media in marketing.
Name one decision related to the use of media in marketing.
Which element is NOT part of the service marketing mix?
Which element is NOT part of the service marketing mix?
The service marketing mix includes 6 elements.
The service marketing mix includes 6 elements.
What is one of the roles of communication in service marketing?
What is one of the roles of communication in service marketing?
The process of providing information about the service is primarily related to the ______ element of the service marketing mix.
The process of providing information about the service is primarily related to the ______ element of the service marketing mix.
Match the following elements of the service marketing mix with their main focus:
Match the following elements of the service marketing mix with their main focus:
Which of the following is a goal of communication in the service environment?
Which of the following is a goal of communication in the service environment?
Physical evidence is one of the components of the service marketing mix.
Physical evidence is one of the components of the service marketing mix.
Name one action that can be taken to successfully communicate with the target market.
Name one action that can be taken to successfully communicate with the target market.
What factors influence customers more when purchasing services compared to physical goods?
What factors influence customers more when purchasing services compared to physical goods?
Customers often find the purchasing experience for services to be more pleasant than for physical goods.
Customers often find the purchasing experience for services to be more pleasant than for physical goods.
List the four stages of personal selling.
List the four stages of personal selling.
Customer involvement is of more importance when purchasing ______ compared to physical products.
Customer involvement is of more importance when purchasing ______ compared to physical products.
Match the following stages of personal selling with their descriptions:
Match the following stages of personal selling with their descriptions:
Which of the following best explains the purpose of public relations?
Which of the following best explains the purpose of public relations?
Customers tend to do more price comparisons when purchasing services than when buying physical goods.
Customers tend to do more price comparisons when purchasing services than when buying physical goods.
Why is the customer's perception of the service organization important?
Why is the customer's perception of the service organization important?
Which of the following is a characteristic of direct marketing?
Which of the following is a characteristic of direct marketing?
Direct mail marketing is most effective for targeting general audiences rather than specific groups.
Direct mail marketing is most effective for targeting general audiences rather than specific groups.
What form of marketing utilizes SMS or MMS to reach a wide audience quickly?
What form of marketing utilizes SMS or MMS to reach a wide audience quickly?
Direct response marketing aims to evoke an immediate __________ and specific action.
Direct response marketing aims to evoke an immediate __________ and specific action.
Match the marketing method with its key feature:
Match the marketing method with its key feature:
What is a major advantage of email marketing?
What is a major advantage of email marketing?
Direct marketing does not offer a measurable effectiveness.
Direct marketing does not offer a measurable effectiveness.
Identify a potential downside of mobile marketing.
Identify a potential downside of mobile marketing.
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Study Notes
Types of Media (Media Mix)
- Newspapers: Utilizes pictures and text for communication. Geographical segmentation is possible with local newspapers, unlike with national ones.
- Outdoor Advertising: Includes billboards and posters, and strategic placement appeals to specific market segments. Covers all outdoor and out-of-home avenues.
- Television: Highly expensive in terms of media and production costs. Engages multiple senses (sight, sound, color), but limits geographical audience segmentation unless using regional stations.
- Radio: More cost-effective than TV with lower production expenses. Allows for local/regional segmentation and audience engagement can occur while multitasking.
- Cinema: Offers a captive audience providing maximum attention for advertisements. Focuses on local services.
- Transit Advertising: Involves advertisement on public transport (both inside and outside), targeting commuters as a mobile and dynamic audience.
- SMS and Email: Effective for direct marketing, allowing communication with customers at a low cost and on personal devices.
Learning Outcomes
- Ability to articulate the role of marketing communication in service organizations.
- Understanding of varying marketing communication objectives.
- Knowledge of the marketing communication process and its elements.
- Insight into advertising roles, appeals, and media types.
- Familiarity with sales promotion characteristics and tools.
- Understanding personal selling in a service context and the typical stages involved.
- Exploration of public relations characteristics and stakeholder identification.
- Knowledge of direct marketing and word-of-mouth as crucial communication tools.
- Capability to provide practical examples for theoretical concepts discussed.
- Skills to offer service management solutions for marketing challenges.
Service Marketing Mix
- Comprises seven Ps: Product, Process, Place, People, Price, Physical Evidence, and Promotion.
- Each component is essential for marketing strategy and is explored in relevant chapters.
Nature of Communication in Service Marketing
- Main roles include informing, persuading, or influencing customer behavior regarding service availability, costs, and attributes.
- Communication strategies must effectively reach the target market to achieve desired actions.
Personal Selling
- Distinct from selling physical goods due to unique service purchasing experiences.
- Customer perception of support and rapport from salespeople is vital in influencing purchase decisions.
- Personal recommendations carry more weight than advertisements in service contexts.
- Customers tend to engage less in price comparisons for services compared to physical products.
Stages of Personal Selling
- Involves four key steps: preparation and planning, sales presentation, negotiations and closing, and follow-up.
Public Relations
- Acts as an indirect promotional tool aimed at building a positive image of the organization among stakeholders.
- Utilizes various media to enhance brand perception.
Direct Marketing
- Telemarketing: Allows immediate interaction, evaluated by cost per call and quality inquiries.
- Direct Mail: Targets specific customer groups creatively.
- Email Marketing: Enables reaching a broad audience quickly and affordably, with measurable metrics (open rates, CTR).
- Direct Response: Invokes immediate consumer action across various media types (print, radio, TV).
- Mobile Marketing: Engages users via SMS/MMS, emphasizing relevance and courtesy.
- Social Media Marketing: Facilitates direct interaction and understanding customer needs, ideal for relationship building and broad reach.
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