SERVICE PROMOTION - SERVICE PROMOTION The intangible...

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SERVICE PROMOTION The intangible elements of service are difficult to communicate. It may be difficult to represent courtesy, hard work and customer care in an advertisement. The idea then is to use tangible cues that will help customers understand and judge the service. A hotel can show the building, swimming pool, friendly staff and happy customers. Testimonials from satisfied customers can be used to communicate service benefits. Personal selling can also be effective in services marketing because of the high perceived risk inherent in many service purchases. A salesperson can explain details of a personal health plan can answer questions and provide reassurance. Because of high perceived risk inherent in buying services, sales people should develop lists of satisfied customers to be used in reference selling. Sales
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Unformatted text preview: people need to be trained to ask for referrals. Customers should be asked if they know of other people or organizations that might benefit from the service. The customer can then be used as an entry and point of reference when approaching and selling to the new prospect. Word-of-mouth publicity is critical to success because of the experimental and experiential nature of services. Talking to people who have visited a resort is more convincing than reading holiday brochures. Personal influences play a dominant role in the choice process of services. Therefore, it is important that the service provider takes deliberate steps to engender word-of-mouth communication....
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  • Fall '13
  • MarzenaCedzynski
  • Marketing, Sales, satisfied customers, high perceived risk, Personal Health Plan

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