Unit VI Services Promotion

8/8/2019 Unit VI Services Promotion

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Unit-VI


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primary goal ofmarketing communicationisto reach adefined audience to affectits behavior by informing,persuading, and reminding. Marketing communication

acquiresnew customers for brands by buildingawarenessand encouraging trial.

A secondary goal ofmarketing communicationisbuilding and reinforcing relationships with customers,prospects, retailers, and other importantstakeholders.


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Successfulmarketing communication reliesona combination of options called the

promotionalmix. These optionsinclude

Advertising

sales promotion

public relations directmarketing

personalselling.


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Integrated Marketing Communications

Integrated marketing communicationis

integration ofallmarketing tools, approaches,and resources withina company which maximizesimpact on consumer mind and which resultsintomaximum profitatminimum cost. Generally

marketing starts from "Marketing Mix".Promotionis one element of Marketing Mix.


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Public relations

is defined asamanagement function which

identifies, establishes, and maintainsmutuallybeneficial relationships betweenan organizationand the publicsupon which itssuccess or failuredepends.


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Direct marketing

Products or servicesto consumers

through salestacticsincludingpresentations, demonstrations, and phone

calls. Itissometimesalso considered to beasale that doesnotutilize a "middle man"

such asa retail outlets, distributors orbrokers.


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DATABASEMARKETING Database marketing isa form of directmarketing

thatattemptsto gainand reinforce salestransactions while atthe same time beingcustomer driven.Successful database marketingcontinually updateslists of prospectsandcustomers by identifying who they are, whatthey

are like, and whatthey are purchasing now or maybe purchasing inthe future.


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Sales promotion Sales promotionsare directinducementsthat offer

extraincentivesto enhance or accelerate theproduct'smovement from producer to consumer.Consumer promotionssuch as coupons, sampling,premiums, sweepstakes, price packs (packsthat offergreater quantity or lower costthannormal), low-cost

financing deals, and rebatesare purchase incentivesinthatthey induce producttrialand encouragerepurchase.


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Sponsorships, or event marketing combine advertising and sales promotions with

public relations.S

ponsorshipsincrease awarenessofa company or product, build loyalty with aspecific targetaudience, help differentiate aproduct fromits competitors, providemerchandising opportunities, demonstrate

commitmentto a community or ethnic group, orimpactthe bottomline.


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Personal selling

Includesall person-to-person contact with

customers with the purpose ofintroducing theproduct to the customer, convincing him or her ofthe product'svalue, and closing the sale.


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Communicationmodel

Source ofinformation

Source isthe one who wantto send the message.Thatthe source can be a encoder sponsor, advertiser or salesrepresentative.

Message

Any notice, word, or communication, written or verbal,sent from one personto another. Itisthe content oftheentire communication.


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Perception

Perceptionisthe process by which organisms

interpretand organize sensationto produce ameaningful experience ofthe world.Perceptionsvary from personto person.Different peopleperceive differentthingsaboutthe same

situation.


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Channel

Channelisnothing but ofamediaused to convey

the message. Itmay be a printmedia or electronicmedia.

Receiver

The receiver isthe destination one who targetto

reach the message.

Feedback


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RationalAppeals InAdvertising

Some ofthe tacticstypically used inmarketing

communicationthatis framed uponthe logicalapproach include

Listing Product Benefits - To use thismethodeffectively, the advertisementmustunderscore

consumer benefits rather than product features. Convincing Proof-Thisapproach is based uponthe

premise, "Seeing is believing." Ads or commercialstakethe form ofa product demonstration.


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Emotional AppealsIn Advertising

advertising messages, usually based onimages

rather thaninformation, which attemptto achievethe advertiser's objectives by evoking strongemotional feelings (fear, anger, passion, etc)rather than by a rationalappeal.


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I. Internal communication

It is a communication that communicated to

the internal to the organization(employees)regarding policies, plans, programmes and newproduct services .

II. External communication

Itisa communicationthat communicated tothe externalto the organization(public, customer,Govt. bodies, share holders etc) regarding convey

the product featuresand advantages.


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The communicationisaimed to meetthe customerperceptionand reduce the dissatisfaction of

deliverables.Intangibility

expressesthe notionthata service hasno physicalsubstance.

1.the

nature of

intang

ib

ility of co

mmunic

atio

nmakes difficultinthe market.The services providers

should tangibilise the services by effective use of3ps.

2. Word-Of-Mouth


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Inseparability Itisa production and consumption means

that services are produced atthe same time astheyare consumed .

Perishability one ofthe four characteristics

(with inseparability, intangibility and variability) whichdistinguish a service; perish ability expressesthenotionthata service cannot be made inadvanceand stored.


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Heterogeneity or Variability

HeterogeneousShopping Goods - shopping

goods perceived by consumersasmarkedlydifferentin quality and attributes.


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The promotionalmessage for

To inform

To entertain To educate

To persuade

To remind


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Classified as:

I. Manage services promises

II. Manage customer expectationsIII. Improve customer education

IV. Mange internalmarketing communication


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Documents

Unit VI Services Promotion