A Service Marketing Mix - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
A Service Marketing Mix
What factors influence a consumer's decision to use a particular service rather than a competitor's service, an alternative service, or no service at all
MARKETING MATTERS The unique characteristics of services make developing a marketing mix for them very challenging
Service Planning and Promotion
Service Planning
Promotion
One effective promotional strategy for services is to draw attention to their tangible elements
How would you feel about a bank you use if the building was hard to find or needed major repairs, or if you could not easily identify someone to help you as you entered?
Endorsements
Word-of-Mouth
Personal Selling
What is a recent example of word-of-mouth mar- keting that you have experienced? What effect did it have (or not have) on you
What is a recent example of an endorsement for a service that you have seen in an advertisement? How effective do you think this endorsement was
What promotional strategies can marketers use to promote services effectively
Pricing and Distribution Services
Price
Another example of bundling is a telecommunications company offering customers a landline telephone
MARKETING SCENARIO Creating a new image for a service provider
What are the reasons why the additional investment of resources will not harm the business
What did the business do to try to ensure that customers accepted this change
What aspect of its marketing mix did the barber shop change
Distribution
In what ways is a restaurant a good example of how a service business is both the producer and the service provider?
This means that the person who purchases a service receives that service at the same time as it is performed
How are the distribution channels for services different from the distribution channels for products
Why might a company use bundling as a pricing strategy
Why do companies see pricing as being more important today than they did in the past
Explain the pricing strategy known as bundling
Why do service providers often give customers physical items to take with them
Make Academic Connections Ethics
Connect to the Real World You have been hired by a local cleaning service to provide ideas for the creation of cleaning packages that can be sold to businesses
