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B2B and Services Marketing Communications...
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9
professional
There are many communications tools can be used to support the personal selling effort
networks and relationships…
needs credibility
trust, commitment and loyalty
Company
Customers Employees
External marketing communications… Advertising Sales Promotion Public Relations Direct Marketing
Internal marketing communications…
Interactive marketing communications… Personal Selling Service Encounters Servicescapes
intangibility implications
The service is not separate from the provider
Meet customer demands when needed
Ownership implications…
Word-of-mouth Communications Personal needs Past experience
Expected service
Perceived service
Service delivery
Service quality specifications
Management perceptions of customer expectations
External communications to
customers
Gap 5
Gap 4 Gap 1
Gap 3
Gap 2
Gap 4 – Service delivery and external communications gap… consider promises