Podcast
Questions and Answers
Name one component of the marketing communication mix.
Name one component of the marketing communication mix.
Advertising
The firm’s __________ strategy should adapt to fit changing business conditions.
The firm’s __________ strategy should adapt to fit changing business conditions.
communication
Which of the following is NOT a step in managing the service communication strategy?
Which of the following is NOT a step in managing the service communication strategy?
Match the following steps with their description:
Match the following steps with their description:
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Professional service providers face no special considerations when developing service communications.
Professional service providers face no special considerations when developing service communications.
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What is one challenge associated with developing service communications?
What is one challenge associated with developing service communications?
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What is the objective-and-task method primarily based on?
What is the objective-and-task method primarily based on?
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Personnel differentiation includes features such as competence and courtesy.
Personnel differentiation includes features such as competence and courtesy.
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What is one type of staff that deals with customers quickly and effectively?
What is one type of staff that deals with customers quickly and effectively?
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The _____ method sets budgets based on the promotional spending behavior demonstrated by competitors.
The _____ method sets budgets based on the promotional spending behavior demonstrated by competitors.
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Which of the following is NOT part of the features associated with product differentiation?
Which of the following is NOT part of the features associated with product differentiation?
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Service differentiation includes aspects such as delivery speed and accuracy.
Service differentiation includes aspects such as delivery speed and accuracy.
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What is a special challenge associated with the service communication strategy?
What is a special challenge associated with the service communication strategy?
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Match the following types of staff with their characteristics:
Match the following types of staff with their characteristics:
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What is the primary objective during the Introduction stage of the Product Life Cycle?
What is the primary objective during the Introduction stage of the Product Life Cycle?
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The Growth and Maturity stage primarily focuses on informational communication objectives.
The Growth and Maturity stage primarily focuses on informational communication objectives.
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What type of budgeting technique is set by upper management?
What type of budgeting technique is set by upper management?
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During the _______ stage of the Product Life Cycle, the focus is to encourage repeat purchases.
During the _______ stage of the Product Life Cycle, the focus is to encourage repeat purchases.
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Match the following Product Life Cycle stages with their corresponding communication objectives:
Match the following Product Life Cycle stages with their corresponding communication objectives:
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Which budgeting technique involves increasing the budget by a fixed percent every year?
Which budgeting technique involves increasing the budget by a fixed percent every year?
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The All-you-can-afford approach sets the budget based on the total revenue generated from sales.
The All-you-can-afford approach sets the budget based on the total revenue generated from sales.
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What is one key tactic for the Maturity and Decline stage in the Product Life Cycle?
What is one key tactic for the Maturity and Decline stage in the Product Life Cycle?
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Which of the following is NOT a guideline for developing service communications?
Which of the following is NOT a guideline for developing service communications?
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Tangibilizing the intangible can help in services marketing.
Tangibilizing the intangible can help in services marketing.
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Name one challenge faced by professional service providers.
Name one challenge faced by professional service providers.
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To ease client anxiety regarding service quality, it is recommended to reduce consumer fears about __________.
To ease client anxiety regarding service quality, it is recommended to reduce consumer fears about __________.
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Which product type is considered intangible dominant according to the communication strategies?
Which product type is considered intangible dominant according to the communication strategies?
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Match the following terms with their descriptions:
Match the following terms with their descriptions:
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What is the purpose of developing a word-of-mouth communications network?
What is the purpose of developing a word-of-mouth communications network?
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Professional service providers should focus exclusively on marketing and not on operations.
Professional service providers should focus exclusively on marketing and not on operations.
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Study Notes
Service Communication Strategy
- The text suggests that the communication strategy should adapt to the changing business conditions.
- Marketing Communication Mix includes: advertising, sales promotions, personal selling, public relations, sponsorship, social media and events.
- Managing the Service Communication Strategy is crucial for effective marketing and includes selecting target markets, establishing communication objectives, setting communication budgets, formulating positioning strategies, establishing message and media strategies and monitoring, evaluating and controlling the communication strategy.
- The Product Life Cycle (PLC) is important for communication objectives.
- Introduction stage: Introduce service offering, create brand awareness, prepare for personal selling efforts, and encourage trial
- Growth and maturity stage: Create positive attitude relative to competitors, provoke immediate buying action.
- Maturity and decline stage: Enhance firm’s image, encourage repeat purchases, express gratitude to existing customers, provide ongoing contact, and confirm past purchase decisions.
- There are different budgeting techniques, including Top-Down Budgeting, Bottom-Up Budgeting, Bottom-up/Top-down Budgeting, Top-down/Bottom-up Budgeting, Percentage-of-sales, Incremental, All-you-can-afford approach, Competitive Parity, Objective-and-Task method.
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Positioning Strategy is key for differentiation.
- Product Differentiation includes features, performance, conformance, durability, reliability, repairability, and design.
- Personnel Differentiation includes competence, courtesy, credibility, reliability, responsiveness, and communication.
- Service Differentiation concerns delivery, installation, customer training, consulting services, repair, and miscellaneous services.
- Image Differentiation can use symbols, written and visual media, atmosphere, and events.
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Media Strategies for Targeting are important for different levels of staff.
- Type 1 Staff deal with customers quickly and effectively for "once-only" situations.
- Type 2 Staff require some independent decision-making and more intense communication.
- Type 3 Staff handle complex and often non-repeatable tasks.
Special Challenges for Service Communication
- Mistargeted Communications can be an issue.
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Managing Expectations and Perceptions is crucial.
- Technical service quality is important for customer satisfaction.
- Advertising to Employees is critical, as they play a key role in service delivery.
- Selling/Operations Conflicts can arise, leading to communication issues.
Guidelines for Developing Service Communications
- Develop a word-of-mouth communications network using trial periods and guarantees.
- Promise what is possible and realistic.
- Tangibilize the intangible aspects of service.
- Feature working relationships between customers and providers.
- Reduce consumer fears about variation in performance.
- Determine and focus on service quality dimensions.
- Differentiate the service product from service delivery.
- Make the service more easily understood.
Considerations for Professional Service Providers
- Third-party accountability is important.
- Client Uncertainty can be challenging, as services are often intangible.
- Experience is Essential for professional credibility.
- Limited Differentiability may make it difficult to stand out.
- Maintaining Quality Control is crucial for customer satisfaction.
- Turning Doers into Sellers is necessary to ensure marketing and sales efforts are aligned with operational expertise.
- Dividing the Professional’s Time between marketing and operations is essential.
- Tendencies to be Reactive rather than Proactive can negatively impact marketing efforts.
- The Effects of Advertising are Often Unknown in professional services.
- Limited Marketing Knowledge Base may require additional training and expertise.
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Description
Test your knowledge on the essential elements of Managing the Service Communication Strategy. This quiz covers key concepts such as the Marketing Communication Mix, the Product Life Cycle, and effective communication objectives tailored to business conditions. Assess your understanding of how to adapt communication strategies for different stages of service offerings.
