BU412 Chapter Notes - Chapter 7: Corporate Design, Permission Marketing, Online Advertising
Document Summary
Marketing communications play specific roles during the different stages of the service consumption process. Promote the contribution of service personnel and backstage operations. Companies use marketing communications to persuade target customers that their service product offers the best solution to meet those customers" needs, relative to the offerings of competing firms. Communication efforts serve not only to attract new users but also to maintain contact with an organization"s existing customers and build relationships with them. Marketing communications is used to convince potential and current customers about the firm"s superior performance on determinant attributes. High quality, frontline staff and backstage operations can be important service differentiators. An ad that shows employees at work helps potential customers understand the nature of a service encounter. Advertising, brochures, and websites can also show customers the work that goes on backstage to ensure good service delivery. Advertisers must show service personnel in realistic ways.
