MKTG470_Chapter 07

MKTG470_Chapter 07 - Chapter7:Promotion/Education

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Position and differentiate service Help customer evaluate offerings Promote contributions Adding value Facilitate customer involvement Stimulate or dampen demand Chapter 7: Promotion/Education
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Overcoming Intangibility Problem              Advertising Strategy                 Generality      -  obj. claims Document physical system capacity             Cite past performance statistics      -  subj. claims Present actual service delivery incident Nonsearchability Present customer testimonials   Cite independent reviews Abstractness Display typical customers benefiting   Impalpability Documentary of step-by-step process, Case history of what firm did for customer Narration of customer’s subjective experience
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Using Metaphors to  Communicate Value Propositions
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Checklist for Marketing Communications Planning: The “5 Ws” Model W ho is our target audience? W hat do we need to communicate and  achieve? Ho w  should we communicate this? W here should we communicate this? W hen do communications need to take  place?
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Common Educational and  Promotional Objectives in Service  Settings Create memorable images Build awareness/interest Build preference  Reposition service Reduce uncertainty/perceived risk
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Common Educational and  Promotional Objectives in Service  Settings Provide reassurance Encourage trial Familiarize customers processes Teach customers Stimulate or discourage demand Recognize and reward
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MKTG470_Chapter 07 - Chapter7:Promotion/Education

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