Grasping Service Marketing: Media Types
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Questions and Answers

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.

    False

    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.

    <p>Direct marketing</p> Signup and view all the answers

    Match the following marketing communication elements with their descriptions:

    <p>Advertising = Creating awareness through various media Public Relations = Maintaining a positive image Sales Promotion = Incentives to boost short-term sales Word-of-Mouth = Informal communication between customers</p> Signup and view all the answers

    What is a benefit of using local newspapers for advertising?

    <p>Geographical segmentation</p> Signup and view all the answers

    Television advertising generally allows for geographical audience segmentation.

    <p>False</p> Signup and view all the answers

    What type of advertising is described as 'moving billboards'?

    <p>Transit Advertising</p> Signup and view all the answers

    Outdoor advertising includes billboards and ___________.

    <p>posters</p> Signup and view all the answers

    Which type of media advertising is generally most expensive?

    <p>Television</p> Signup and view all the answers

    Match the type of media with its description:

    <p>Newspapers = Allows for geographical segmentation Radio = Involvement during other tasks Cinema = Captive audience for advertisements Outdoor advertising = Billboards and posters in public spaces</p> Signup and view all the answers

    Radio advertising is more expensive than television advertising.

    <p>False</p> Signup and view all the answers

    Name one decision related to the use of media in marketing.

    <p>Strategic placement</p> Signup and view all the answers

    Which element is NOT part of the service marketing mix?

    <p>Advertising</p> Signup and view all the answers

    The service marketing mix includes 6 elements.

    <p>False</p> Signup and view all the answers

    What is one of the roles of communication in service marketing?

    <p>To inform customer behavior</p> Signup and view all the answers

    The process of providing information about the service is primarily related to the ______ element of the service marketing mix.

    <p>Promotion</p> Signup and view all the answers

    Match the following elements of the service marketing mix with their main focus:

    <p>Product = What the service entails Price = How much it costs Place = Where the service is available Promotion = How to communicate the service</p> Signup and view all the answers

    Which of the following is a goal of communication in the service environment?

    <p>To persuade customer behavior</p> Signup and view all the answers

    Physical evidence is one of the components of the service marketing mix.

    <p>True</p> Signup and view all the answers

    Name one action that can be taken to successfully communicate with the target market.

    <p>Advertising</p> Signup and view all the answers

    What factors influence customers more when purchasing services compared to physical goods?

    <p>Personal recommendations</p> Signup and view all the answers

    Customers often find the purchasing experience for services to be more pleasant than for physical goods.

    <p>False</p> Signup and view all the answers

    List the four stages of personal selling.

    <p>Preparation and planning, Sales presentation, Negotiations and closing, Follow-up</p> Signup and view all the answers

    Customer involvement is of more importance when purchasing ______ compared to physical products.

    <p>services</p> Signup and view all the answers

    Match the following stages of personal selling with their descriptions:

    <p>Preparation and planning = Developing strategies and materials for the sales process Sales presentation = Presenting the service to the potential customer Negotiations and closing = Finalizing the sale and addressing any concerns Follow-up = Ensuring customer satisfaction post-sale</p> Signup and view all the answers

    Which of the following best explains the purpose of public relations?

    <p>To establish and enhance a positive image among stakeholders</p> Signup and view all the answers

    Customers tend to do more price comparisons when purchasing services than when buying physical goods.

    <p>False</p> Signup and view all the answers

    Why is the customer's perception of the service organization important?

    <p>It influences the decision to purchase a service.</p> Signup and view all the answers

    Which of the following is a characteristic of direct marketing?

    <p>Can measure effectiveness easily</p> Signup and view all the answers

    Direct mail marketing is most effective for targeting general audiences rather than specific groups.

    <p>False</p> Signup and view all the answers

    What form of marketing utilizes SMS or MMS to reach a wide audience quickly?

    <p>Mobile Marketing</p> Signup and view all the answers

    Direct response marketing aims to evoke an immediate __________ and specific action.

    <p>response</p> Signup and view all the answers

    Match the marketing method with its key feature:

    <p>Telemarketing = Immediacy through telephone calls Email Marketing = Cost-effective and measurable Social Media Marketing = Direct interaction with users Direct Mail = Targets specific business customers</p> Signup and view all the answers

    What is a major advantage of email marketing?

    <p>Reaches a wide audience in a short period</p> Signup and view all the answers

    Direct marketing does not offer a measurable effectiveness.

    <p>False</p> Signup and view all the answers

    Identify a potential downside of mobile marketing.

    <p>Overuse can lead to user annoyance.</p> Signup and view all the answers

    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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    Related Documents

    BEM120_2024 Service Marketing Chapter 10 Class Slides PDF

    Description

    Explore the various types of media used in service marketing as highlighted in the 3rd edition of 'Grasping Service Marketing'. This quiz will test your knowledge on newspapers, outdoor advertising, television, radio, cinema, transit advertising, and digital methods like SMS and email. Enhance your understanding of the media mix in marketing strategies.

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