Podcast
Questions and Answers
What is the first step in managing the service communication strategy?
What is the first step in managing the service communication strategy?
- Setting the Communication Budget
- Monitoring the Communication Strategy
- Establishing Communication Objectives
- Selecting Target Markets (correct)
The Communication Budget should be established after the Target Markets are selected.
The Communication Budget should be established after the Target Markets are selected.
True (A)
Name one of the environmental forces that can affect a company's marketing strategy.
Name one of the environmental forces that can affect a company's marketing strategy.
Economic conditions
The five components of the marketing communication mix include advertising, personal selling, sales promotion, public relations, and _______.
The five components of the marketing communication mix include advertising, personal selling, sales promotion, public relations, and _______.
Which of the following is NOT a component of the marketing communication mix?
Which of the following is NOT a component of the marketing communication mix?
Match the steps in managing the service communication strategy with their correct order:
Match the steps in managing the service communication strategy with their correct order:
What is a classic example of a company that adapted its service communication strategy?
What is a classic example of a company that adapted its service communication strategy?
The service communication strategy should remain static and not adapt to business conditions.
The service communication strategy should remain static and not adapt to business conditions.
Which stage of the Product Life Cycle focuses on creating brand awareness and encouraging trial?
Which stage of the Product Life Cycle focuses on creating brand awareness and encouraging trial?
The growth and maturity stage of the Product Life Cycle primarily requires persuasive communication tactics.
The growth and maturity stage of the Product Life Cycle primarily requires persuasive communication tactics.
What communication objective is essential during the maturity and decline stage of the Product Life Cycle?
What communication objective is essential during the maturity and decline stage of the Product Life Cycle?
The _____ budgeting technique involves setting the budget based on a percentage of the previous year’s sales.
The _____ budgeting technique involves setting the budget based on a percentage of the previous year’s sales.
Match each budgeting technique with its correct description:
Match each budgeting technique with its correct description:
During the growth stage, which of the following is NOT a communication objective?
During the growth stage, which of the following is NOT a communication objective?
Top-down budgeting is determined by input from product level managers.
Top-down budgeting is determined by input from product level managers.
Describe the bottom-up/top-down budgeting technique.
Describe the bottom-up/top-down budgeting technique.
What does the Objective-and-Task method set?
What does the Objective-and-Task method set?
Product differentiation includes aspects like durability and repairability.
Product differentiation includes aspects like durability and repairability.
Name one type of staff in media strategies for targeting users.
Name one type of staff in media strategies for targeting users.
____ differentiation includes the delivery speed and accuracy.
____ differentiation includes the delivery speed and accuracy.
Match the following types of service staff with their characteristics:
Match the following types of service staff with their characteristics:
Which of the following is NOT a factor of personnel differentiation?
Which of the following is NOT a factor of personnel differentiation?
Managing expectations and perceptions is a special challenge of the service communication strategy.
Managing expectations and perceptions is a special challenge of the service communication strategy.
What is one identified challenge in service communication strategies?
What is one identified challenge in service communication strategies?
Which communication strategy focuses on reducing consumer fears about performance variation?
Which communication strategy focuses on reducing consumer fears about performance variation?
The main goal of service communication is to make the service easily understood.
The main goal of service communication is to make the service easily understood.
Name one challenge that professional service providers face in their marketing efforts.
Name one challenge that professional service providers face in their marketing efforts.
To successfully market services, it is important to feature working relationships between the __________ and provider.
To successfully market services, it is important to feature working relationships between the __________ and provider.
Match the following communication strategies with their description:
Match the following communication strategies with their description:
What is a common characteristic of professional service providers?
What is a common characteristic of professional service providers?
Third-party accountability is a concern for professional service providers.
Third-party accountability is a concern for professional service providers.
Effective service communication should focus on __________ the service product from service delivery.
Effective service communication should focus on __________ the service product from service delivery.
Which of the following is NOT part of the marketing communication mix?
Which of the following is NOT part of the marketing communication mix?
Monitoring, evaluating, and controlling the communication strategy is the final step in managing the service communication strategy.
Monitoring, evaluating, and controlling the communication strategy is the final step in managing the service communication strategy.
What is one challenge that professional service providers face in their marketing efforts?
What is one challenge that professional service providers face in their marketing efforts?
The first step in the service communication strategy is selecting the __________.
The first step in the service communication strategy is selecting the __________.
Match the following components with their correct roles in the service communication strategy:
Match the following components with their correct roles in the service communication strategy:
What budgeting technique involves setting the budget based on the objectives and tasks that need to be accomplished?
What budgeting technique involves setting the budget based on the objectives and tasks that need to be accomplished?
A service communication strategy should be static and not change over time.
A service communication strategy should be static and not change over time.
Which method sets the budget based on the necessary amount to achieve communication objectives?
Which method sets the budget based on the necessary amount to achieve communication objectives?
Name one specific guideline for developing effective service communications.
Name one specific guideline for developing effective service communications.
Image differentiation includes using symbols, media, and atmosphere to distinguish services.
Image differentiation includes using symbols, media, and atmosphere to distinguish services.
Name two factors of service differentiation.
Name two factors of service differentiation.
The _____ method sets the budget based on competitive spending behavior.
The _____ method sets the budget based on competitive spending behavior.
Match the following types of staff with their characteristics:
Match the following types of staff with their characteristics:
Which of the following is a challenge associated with service communication strategies?
Which of the following is a challenge associated with service communication strategies?
Performance is a key factor in product differentiation.
Performance is a key factor in product differentiation.
What is one key aspect of personnel differentiation?
What is one key aspect of personnel differentiation?
Which communication objective is primarily associated with the introduction stage of the product life cycle?
Which communication objective is primarily associated with the introduction stage of the product life cycle?
The maturity and decline stage of the Product Life Cycle focuses solely on informative communication tactics.
The maturity and decline stage of the Product Life Cycle focuses solely on informative communication tactics.
What is the purpose of persuasive communication during the growth and maturity stage of the product life cycle?
What is the purpose of persuasive communication during the growth and maturity stage of the product life cycle?
The ________ budgeting technique is based on the set percentage of the previous year’s sales.
The ________ budgeting technique is based on the set percentage of the previous year’s sales.
Match the budgeting techniques with their descriptions:
Match the budgeting techniques with their descriptions:
What communication tactic is primarily aimed at encouraging trial during the introduction stage?
What communication tactic is primarily aimed at encouraging trial during the introduction stage?
Which two budgeting techniques involve input from both upper management and product-level managers?
Which two budgeting techniques involve input from both upper management and product-level managers?
Incremental budgeting increases the budget by a fixed percentage every year.
Incremental budgeting increases the budget by a fixed percentage every year.
Which strategy focuses on reducing consumer fears about performance variation?
Which strategy focuses on reducing consumer fears about performance variation?
Maintaining quality control is an essential consideration for professional service providers.
Maintaining quality control is an essential consideration for professional service providers.
What is one of the strategies for developing service communications that involves ensuring clarity of the service offered?
What is one of the strategies for developing service communications that involves ensuring clarity of the service offered?
__________ refers to the necessity to divide professional time between marketing and operations.
__________ refers to the necessity to divide professional time between marketing and operations.
Match the following service communication strategies with their descriptions:
Match the following service communication strategies with their descriptions:
What is one of the steps in developing service communications?
What is one of the steps in developing service communications?
Service differentiation includes clearly distinguishing the service product from the service delivery.
Service differentiation includes clearly distinguishing the service product from the service delivery.
What key aspect is essential for professional service providers in order to manage consumer trust?
What key aspect is essential for professional service providers in order to manage consumer trust?
Study Notes
Chapter Objectives
- Discuss steps to manage service communication strategy effectively.
- Understand challenges associated with developing service communications.
- Describe guidelines for developing service communications.
- Understand the special considerations faced by professional service providers and recommend solutions.
Managing the Service Communication Strategy
- Effective management of the service communication strategy is essential for service organizations.
- Identify target markets in order to effectively tailor communication strategies.
- Set communication objectives and translate them into tangible goals.
- Establish a communication budget and allocate funds strategically.
- Formulate a positioning strategy to differentiate the service offering and stand out from competitors.
- Develop message and media strategies to effectively convey the service offering’s value proposition.
- Monitor, evaluate, and control the communication strategy to ensure its effectiveness and adjust as needed.
Product Life Cycle - Communication Objectives
- The product life cycle (PLC) stage is a critical factor in determining communication objectives.
- During the introduction stage, objectives are primarily informational and focused on awareness and trial.
- Growth and maturity stages involve a mix of informational and persuasive objectives aiming to build positive attitudes and encourage immediate purchase action.
- Maturity and decline stages focus on persuasive and reminder objectives to maintain market share and encourage repeat purchases.
Budget Techniques
- Several budget techniques are available to allocate communication resources effectively.
- Top-down budgeting sets the budget from upper management, while bottom-up budgeting sets the budget from the product level.
- Both bottom-up/top-down and top-down/bottom-up budgeting involve collaboration between upper management and product managers.
- Percentage-of-sales budgeting uses a percentage of previous year's sales as a basis for setting the budget.
- Incremental budgeting increases the budget by a fixed percentage every year.
- The all-you-can-afford approach allocates remaining funds after essential expenses are covered.
- Competitive parity budgeting matches the promotional spending of competitors.
- The objective-and-task method bases the budget on the amount required to achieve specific communication objectives.
Differentiation Approaches for Effective Positioning
- Product differentiation focuses on features, performance, conformance, durability, reliability, repairability, and design.
- Personnel differentiation emphasizes competence, courtesy, credibility, reliability, responsiveness, and communication styles.
- Service differentiation focuses on aspects such as delivery speed and accuracy, installation, customer training, consulting services, repair, and miscellaneous services.
- Image differentiation focuses on symbols, written or audio-visual media, atmosphere, and events.
Media Strategies for Targeting Users
- Media strategies should be tailored to the specific needs of different target audiences.
- Type 1 staff require quick and effective communications for one-off situations.
- Type 2 staff require more intense communication as they handle independent decision making.
- Type 3 staff require complex and non-repeatable tasks.
Special Challenges Associated with Service Communication Strategy
- Mistargeted Communications: Ensuring communications reach the right audience is crucial for effectiveness.
- Managing Expectations and Perceptions: Managing customer expectations and perceptions is challenging as services are often intangible.
- Advertising to Employees: Communicating effectively with employees is crucial for their engagement and service delivery.
- Selling/Operations Conflicts: Aligning sales efforts with operational realities is vital to avoid customer dissatisfaction.
Specific Guidelines for Developing Service Communications
- Develop a word-of-mouth communications network by leveraging trials and guarantees.
- Promise what is possible and avoid overpromising to avoid disappointment.
- Tangibilize the intangible by providing tangible evidence of service quality.
- Feature working relationships between customers and providers to build trust and satisfaction.
- Reduce consumer fears about variation in performance by presenting a consistent and reliable service experience.
- Determine and focus on key service quality dimensions to highlight areas of excellence.
- Differentiate the service product from service delivery to emphasize both product features and service experience.
- Make the service easier to understand by simplifying complex aspects in communication.
Special Considerations for Professional Service Providers
- Third-party accountability is vital to ensure customers trust the provider.
- Client uncertainty is common, as services are often complex and intangible.
- Experience is essential for building credibility and establishing expertise.
- Limited differentiability requires finding unique selling points to stand out.
- Maintaining quality control is paramount to ensuring consistent, high-quality service delivery.
- Turning doers into sellers requires equipping professionals with marketing skills.
- Dividing the professional's time between marketing and operations is crucial for balancing both functions.
- Tendencies to be reactive rather than proactive can hinder growth and outreach.
- The effects of advertising are often unknown, requiring careful planning and strategy.
- Limited marketing knowledge base requires seeking out external support or training.
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Description
Test your knowledge on managing service communication strategies and the marketing communication mix. This quiz covers key concepts such as the Product Life Cycle and the impact of environmental forces on marketing strategies. Perfect for anyone looking to deepen their understanding of marketing principles.
