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IMC Lecture 9
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IMC Lecture 9

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B2B and Services Marketing Communications...

B2B and Services Marketing Communications...

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

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