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    Service Marketing Triangle

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    Amrit Kaur
    The document discusses marketing communications for services and provides a model of the service marketing triangle. It identifies various forms of internal and external marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It also discusses challenges in communicating intangible services and provides strategies for integrating service marketing communications such as managing customer expectations and service promises.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Service Marketing Triangle

    Uploaded by

    Amrit Kaur
    130 views10 pages
    The document discusses marketing communications for services and provides a model of the service marketing triangle. It identifies various forms of internal and external marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It also discusses challenges in communicating intangible services and provides strategies for integrating service marketing communications such as managing customer expectations and service promises.

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    © Attribution Non-Commercial (BY-NC)

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    PPT, PDF, TXT or read online from Scribd

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    The document discusses marketing communications for services and provides a model of the service marketing triangle. It identifies various forms of internal and external marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It also discusses challenges in communicating intangible services and provides strategies for integrating service marketing communications such as managing customer expectations and service promises.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    130 views10 pages

    Service Marketing Triangle

    Uploaded by

    Amrit Kaur
    The document discusses marketing communications for services and provides a model of the service marketing triangle. It identifies various forms of internal and external marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It also discusses challenges in communicating intangible services and provides strategies for integrating service marketing communications such as managing customer expectations and service promises.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 10

    Communications and the

    Services Marketing Triangle


    Company

    Internal Marketing External Marketing


    Vertical Communications Communication
    Horizontal Communications Advertising
    Sales Promotion
    Public Relations
    Direct Marketing

    Employees Interactive Marketing Customers


    Personal Selling
    Customer Service Center
    Service Encounters
    Servicescapes
    Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler
    Advertising or communicating the
    intangible, variable, spontaneous and
    perishable service

     People and the delivery vary– both the employees


    and customers
     Therefore, the marketing communications must be
    regulated and coordinated in order to minimize gap
     So many sources for consumer information
     i.e., New services, offerings at one location, but not
    the one you visit (banks, fast food
     Cliché’ does the right hand know what the left hand
    is doing
    Review of marketing communications

     Be sure to be able to define/distinguish:


    – Advertising
    – Sales promotion
    – Public relations
    – Direct marketing
    – Personal selling
     Identify basic steps for developing an effective
    communication campaign.
    – Target audience, objectives, budget, etc.
    – P. 404
    Why do service communication
    problems occur?

     Inadequate management of service promises


     Inadequate management of customer
    expectations
     Inadequate customer education
     Inadequate internal marketing
    communications
    Approaches for Integrating
    Services Marketing
    Communication
    Manage
    Customer
    Expectations

    Goal:
    Manage Delivery Improve
    Service greater than Customer
    Promises or equal to Education
    promises

    Manage
    Internal
    Marketing
    Communication
    What to do? Four basic strategies for
    matching the service promises with
    the delivery

     1. Manage the service promises


    – What does this mean?
    – Employees and management and the marketing
    folks have to do a superb job of coordinating and
    designing the service promise
    – How?
    – Brainstorm about creating an effective service
    communication campaign
    Effective services communication plan
    elements– helping manage promises

     Vivid information
     Interactive imagery
     Focus on tangibles
     Feature the employee(s)
     ***Promise what is possible!
     Encourage word-of-mouth communication
    – How?
     Feature the customer!
    Services Advertising Strategies Matched
    with Properties of Intangibility
    Other elements for managing service
    promises

     Coordinate external communication


     Make realistic promises!
     Offer service guarantees
    – When is good to do this? Review
     Brainstorm pros and cons of internet
    advertising
    Second strategy of closing Gap 4

     2. Manage the customers’ expectations


     How?
    – Offer choices
    – Tiered value service offerings
     What are they?
    – Amex, airlines, vacations, == bundling
     Give customer criteria to judge the service’s
    performance/success
     Negotiate the unrealistic expectations

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