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Module 1: Marketing of Services

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Promoting Services and Educating Customers - Part 1

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MODULE OVERVIEW

In this module we will get to know about 2 ‘W's of the 5 ‘W’s of the Integrated Service Communications Model, i.e., Who, What, How, Where and When.
Be familiar with three broad target audiences (“Who”) for any service communications program.
Understand most common strategic and_ tactical service communications objectives (“What”).
Be familiar with “Service Marketing Communications Funnel” and its key objectives.

INTEGRATED SERVICE MARKETING COMMUNICATIONS

Communication is the most visible or audible — and some would say intrusive — form of marketing activities.
Through communications, marketers explain and promote the value proposition their firm is offering.
But its value is limited unless it is used intelligently in conjunction with other marketing efforts.
All these media have to be effectively synchronized to attract new customers.
And to affirm the choice of existing customers while educating them on how to proceed through a service process.
It is for good reason that we define the marketing communication element of the 7 Ps as Promotion and Education.
How should we develop an_ effective service marketing communications strategy?
It starts with a good understanding of the service product and its prospective buyers.

5 W MODEL

Who is our target audience?
What do we need to communicate and achieve?
How should we communicate this?
Where should we communicate this?
When should the communication take place?

DEFINING THE TARGET AUDIENCE

Let’s first consider the issues of defining the target audience (“who”) and specifying communication objectives (“what”).
These (“who” and “what”) are the key strategic communications decisions to be made.
Then we'll review the tactical decisions of the service communications plan that are required for the communications strategy implementation.
The wide array of communication channels available to service marketers (“where”).
How service-specific challenges of communications can be overcome (“how”).
And when scheduling of communication activities should take place (“when”)

Prospects, Users and employees represent the three broad target audiences for any service communication strategy:

Prospects: Usually not known in advance
Users: Existing target audience
Employees: Secondary Audience

Strategic communication objective include:

Building a service brand and positioning it and
Its service products against competition.

CONCLUSION

In this module we learnt about 2 ‘W's i.e., Who and What of the Integrated Service Communications Model.
We got familiar with three broad target audiences (“Who”) for any service Communications program.
Understood most common strategic and tactical service communications objectives (“What”).
Gained familiarity about “Service Marketing Communications Funnel” and its key objectives