RTMNU 4th sem MBA Subject - Retail Sales Management & Services Marketing [ Marketing ] Module 5 Summary INTEGRATED SERVICES MARKETING BY Jayanti R Pande MBA free notes pdf download JRP MBA notes Free RTMNU Marketing notes by Jayanti Pande

1. 1
Jayanti R Pande
email: jayantipande17@gmail.com
RTMNU MBA Sem 4 – RETAIL SALES
MANAGEMENT & SERVICES MARKETING
[MARKETING]
MODULE NO 5: INTEGRATED SERVICES
MARKETING
INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication (IMC) is
the utilization of marketing practices,
resources, and tools in an integrated manner
to maximize customer impact and minimize
costs for organizational profit.
IMC takes a holistic approach to promotion,
ensuring message consistency and the use of
both online and offline marketing channels.
It begins with a marketing mix and focuses on
creating a unified communication strategy.
DEFINITION OF IMC
American Marketing Association – “IMC is a
planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service or organisation
are relevant to that person and consistent
over time”
REASONS FOR GROWING IMPORTANCE OF
INTEGRATED MARKETING
COMMUNICATION:
• Fragmentation of Media: The
proliferation of digital channels has
fragmented traditional mass media,
necessitating an integrated approach to
effectively reach the target audience
across various sources.
• Better Audience Assessment:
Advancements in data analytics enable
detailed insights into consumer behavior,
allowing marketers to tailor messages and
media to reach the right people at the
right time.
• Increased Advertising Clutter: Integrated
marketing communication ensures
consistent messaging, helping brands
break through the cluttered advertising
environment and create a unified brand
image.
• Database Technology: Sophisticated
database technologies enable marketers
to collect and manage large amounts of
customer data, facilitating personalized
and targeted communications based on
preferences and behaviors.
• Consumer Empowerment: Consumers
have more power through social media
and online platforms, leading to a focus
on meaningful interactions and two-way
dialogues in integrated marketing
communication.
EMERGING ISSUES IN SERVICE MARKETING:
1. Shifting Customer Priorities and
Expectations: Service marketers must
adapt to changing customer priorities and
expectations driven by demographics,
culture, and technology advancements.
2. Contact through Multiple Channels:
Managing consistent and seamless
customer experiences across various
channels, such as websites, social media,
and in-person interactions, poses a
challenge for service marketers.
3. Surprising Demographics: Unexpected
demographic shifts require service
marketers to reassess their strategies to
effectively reach and engage new
demographic segments.
4. Greater Importance Placed on Customer
Service: Exceptional customer service is
crucial in service marketing due to
increased competition and customer
empowerment.
5. Move Towards Frequent Testing:
Continuous testing and experimentation
are vital in service marketing to monitor
effectiveness, make data-driven decisions,
and improve customer experiences.
ADVANTAGES OF INTEGRATED MARKETING
COMMUNICATION:
• Consistent Delivery of Message: IMC
ensures consistent brand messaging
across multiple channels, fostering brand
recognition and trust among consumers.
• Strategic Development: IMC aligns
various marketing elements towards
common goals, enhancing marketing
effectiveness and efficiency.
• Motivation: IMC delivers cohesive and
persuasive messages across channels,
motivating consumers to take desired
actions.

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Jayanti R Pande
email: jayantipande17@gmail.com
• Technology Base: IMC utilizes technology
and data for consumer insights,
personalized messaging, and effective
measurement and analysis of campaigns.
• Cost-Effective Budget: IMC optimizes
marketing resources, eliminating
redundancies and maximizing the impact
of expenditures, resulting in a higher
return on investment (ROI).
INTEGRATED MARKETING MIX: The
integrated marketing mix combines different
elements, such as advertising, sales
promotion, personal selling, and more, to
create a unified and effective promotional
strategy. By integrating these elements,
businesses can deliver a consistent message,
engage customers across various channels,
and achieve their marketing objectives
efficiently.
1. Advertising: Paid media channels like
television, radio, print, and digital ads
used to promote services to a target
audience.
2. Sales Promotion: Incentives or discounts
offered to encourage customers to try or
purchase services, such as special offers
or loyalty programs.
3. Personal Selling: Direct one-on-one
interactions to communicate service value
and facilitate the sales process.
4. Publicity: Generating unpaid media
coverage through press releases and
other PR efforts to enhance brand
visibility.
5. Public Relations: Managing relationships
and communication with the public,
media, and stakeholders to build a
positive brand image.
6. Direct Marketing: Direct communication
channels like email and direct mail to
engage customers with personalized
messages.
7. Word of Mouth: Satisfied customers
spreading positive recommendations and
referrals.
8. Online Marketing: Digital channels such
as websites, social media, and online
advertising for promotion and customer
engagement.
9. Event Marketing: Participation in events
to showcase services, build awareness,
and engage with target audiences.
10. Referrals: Encouraging satisfied
customers to refer others, leveraging
personal networks for business
opportunities.
FEATURES OF INTEGRATED SERVICE
MARKETING:
• Budget Reallocation: Integrated service
marketing involves reallocating
promotional budgets from traditional
media advertising to more cost-effective
forms of promotion.
• Fragmented Media Focus: Integrated
service marketing shifts attention from
mass media platforms to targeted media
alternatives like direct mail and
sponsorships due to fragmented media
markets.
• Retail Power Shift: Integrated service
marketing recognizes the shift in power
from manufacturers to retailers,
necessitating adjustments in marketing
strategies to cater to the influence of
retail chains.
• Evolving Media Buying: Integrated service
marketing entails changes in media
buying practices, including bringing it in-
house, using independent services,
demanding accountability, and exploring
cost-effective alternatives.
• Efficient Resource Allocation: Integrated
service marketing ensures the effective
allocation of resources by adapting
promotional strategies, considering
fragmented media, retail dynamics, and
optimizing media buying practices for
better results.
EFFECTIVE AND EFFICIENT SERVICE
MARKETING SYSTEM:
1. Front Office Interface: Designing a
customer-centric front office interface
with well-trained staff, physical facilities,
and effective communication channels to
ensure a positive customer experience.
2. Back Office Interface: Implementing
efficient back-office systems and
processes for tasks like billing, inventory
management, scheduling, and resource

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Jayanti R Pande
email: jayantipande17@gmail.com
allocation to support smooth service
operations.
3. Operations System: Utilizing effective
operations management practices to
optimize service delivery processes,
enhance productivity, and minimize
operational inefficiencies.
4. Service Delivery System: Establishing a
reliable and consistent service delivery
system that meets customer expectations
and maintains service quality across all
touchpoints.
5. Service Marketing System: Developing a
comprehensive marketing system that
incorporates various strategies, channels,
market research, and feedback
mechanisms to promote services
effectively and adapt to customer needs
and market trends.
EMERGING ISSUES IN THE SERVICE
MARKETING MIX:
• Shifting Customer Priorities and
Expectations: Service marketers need to
adapt their strategies to meet the
evolving needs and preferences of
customers driven by changing
demographics, cultural shifts, and
technological advancements.
• Contact through Multiple Channels:
Marketers must effectively manage
various customer touchpoints, including
websites, social media, mobile apps, and
in-person interactions, to ensure a
consistent and seamless customer
experience.
• Surprising Demographics: Unexpected
shifts in demographics require marketers
to reassess their strategies and effectively
reach and engage new demographic
segments.
• Greater Importance Placed on Customer
Service: Providing exceptional customer
experiences and building strong customer
relationships are critical in the highly
competitive service industry.
• Move towards Frequent Testing:
Adopting a culture of continuous testing
and experimentation helps service
marketers monitor and measure the
effectiveness of their efforts, make data-
driven decisions, and adapt strategies
based on insights gained through testing.
INTEGRATION OF SERVICE QUALITY
MEASURES AND MANAGING QUALITY:
Implementing strategies to ensure service
delivery meets customer expectations.
• Reliability: Consistent and accurate
service delivery, building trust.
• Assurance: Demonstrating competence
and professionalism, instilling confidence.
• Tangibles: Enhancing physical aspects of
the service environment for a positive
experience.
• Empathy: Understanding and addressing
customer needs, fostering a connection.
• Responsiveness: Promptly meeting
customer requests, efficiently resolving
issues.
PROCESS OF MEASURING SERVICE QUALITY:
1. Developing measurement instrument:
Create a questionnaire to capture
customer perceptions.
2. Collecting data: Gather feedback
through surveys, interviews, or focus
groups.
3. Analyzing data: Use statistical analysis
to identify patterns and insights.
4. Identifying gaps: Compare perceptions
with expectations to identify areas for
improvement.
5. Implementing improvement strategies:
Develop and implement initiatives to
enhance service quality and customer
satisfaction.
SERVICE MARKETING RESEARCH
plays a crucial role in understanding customer
needs, preferences, and behaviors in both
global and rural markets. However, there are
certain considerations and approaches that
need to be taken into account when
conducting service marketing research in
these distinct market contexts.
GLOBAL SERVICE MARKETING RESEARCH:
• Cultural Sensitivity: Adapt research
methods to align with cultural norms and
values in global markets.
• Language and Communication: Overcome
language barriers through accurate
translation and effective communication
strategies.

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Jayanti R Pande
email: jayantipande17@gmail.com
• Local Partnerships: Collaborate with local
experts or research agencies to gain
insights and navigate cultural nuances.
• Market Segmentation: Segment the
global market based on demographics,
psychographics, and behavior patterns to
identify unique customer segments with
specific needs and preferences.
RURAL SERVICE MARKETING RESEARCH:
1. Accessibility and Reach: Develop
methods to effectively reach and engage
respondents in remote rural areas.
2. Local Knowledge and Understanding:
Gain a deep understanding of the unique
characteristics and context of rural
markets.
3. Sampling Techniques: Adapt sampling
methods to accurately represent the
dispersed rural population.
4. Tailored Research Approaches:
Customize research instruments and
methodologies to suit the needs and
preferences of the rural population.
5. Sensitivity to Infrastructure and
Technology: Account for limited
infrastructure and technological
capabilities in rural areas when
conducting research.
INNOVATION IN SERVICES MARKETING:
 Introduction of new ideas, strategies, and
processes to enhance the marketing of
services.
 Development of unique service concepts
or features that meet emerging customer
needs.
 Adoption of innovative marketing
channels and technologies for effective
customer engagement.
 Implementation of novel pricing models,
value propositions, and customer
engagement strategies.
 Creation of a customer-centric and
differentiated approach to drive business
growth in the dynamic service industry.
APPROACHES TO SERVICE INNOVATION
It refers to different perspectives and
strategies that organizations can adopt when
introducing new and improved services. Here
are explanations of the three approaches to
service innovation:
• Assimilation Approach: Incremental
improvements or modifications to existing
services based on feedback, best
practices, or technology advancements.
• Demarcation Approach: Development of
entirely new and differentiated services
that challenge industry boundaries.
• Synthesis Approach: Integration of
existing service components, ideas, or
technologies to create unique service
solutions.
ETHICAL ASPECTS IN SERVICE MARKETING
Ethical aspects in service marketing
encompass truthful and accurate
representation of services, avoiding false
claims or misrepresentation. It also involves
maintaining transparency and honesty in
communication to establish trust with
customers. Respecting customer privacy and
data protection is another important
consideration, ensuring proper consent and
safeguarding personal information.
Additionally, fair pricing and value exchange
play a crucial role, avoiding deceptive
practices and providing transparent pricing
information. By adhering to these ethical
principles, businesses build trust, foster
customer relationships, and contribute to
ethical conduct within the service industry.
ETHICAL ISSUES THAT CREATE CONFLICT
1. Conflict of Interest: When a service
marketer's personal or financial interests
interfere with objective decision-making,
it can lead to biased recommendations
and erode trust in the marketing process.
2. Organizational Relationships: Ethical
conflicts arise when partnerships
compromise ethical standards, such as
collaborating with unethical suppliers or
endorsing questionable products/services.
3. Honesty: Deceptive practices, like false
claims or manipulative tactics, create
conflicts when marketers prioritize their
interests over truthfulness, damaging
trust and credibility.
4. Fairness: Unfair practices, including price
discrimination, hidden fees, or biased
decision-making, generate ethical
conflicts by compromising equitable
treatment of customers and stakeholders.

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Jayanti R Pande
email: jayantipande17@gmail.com
5. Communication: Lack of transparency or
misleading information in marketing
communication creates conflicts,
emphasizing the importance of accurate,
timely, and respectful communication for
building trust and maintaining
relationships.
SERVICE COMMUNICATION
Service communication involves exchanging
information between service providers and
customers to promote and deliver services
effectively. Key elements include clear and
concise messaging, tailored communication
channels, relationship-building, and
consistency. Effective service communication
influences customer perceptions, builds trust,
and creates positive service experiences. It
plays a crucial role in attracting customers,
promoting service offerings, and fostering
customer satisfaction and loyalty.
SERVICE SYSTEM
A service system encompasses the structure,
processes, and resources involved in
delivering a service. Key elements include
service processes, infrastructure, human
resources, service environment, and service
quality management. Service processes cover
pre-service, delivery, and post-service
activities. The infrastructure includes physical
and technological resources. Human
resources involve frontline staff and support
personnel. The service environment includes
the setting where the service is experienced.
Service quality management focuses on
monitoring and improving service delivery. A
well-designed service system ensures efficient
and effective service delivery, enhances the
customer experience, and maintains service
quality.
SERVICE SYSTEM
• Service Processes: These encompass the
various activities involved in delivering a
service, including pre-service processes
(e.g., booking, reservation), service
delivery processes (e.g., customer
interactions, service performance), and
post-service processes (e.g., feedback
collection, follow-up).
• Service Infrastructure: This refers to the
physical and technological resources that
support service delivery, such as facilities,
equipment, information systems, and
other assets.
• Human Resources: This includes the
people involved in delivering the service,
such as frontline staff, managers, and
support personnel. Considerations for
effective service system design include
staffing levels, training, empowerment,
and motivation.
• Service Environment: This pertains to the
physical or virtual setting where the
service is experienced by customers,
including factors like ambiance,
cleanliness, layout, and accessibility.
• Service Quality Management: This
involves the processes and practices
implemented to monitor, measure, and
improve the quality of service delivery. It
includes setting service standards,
gathering customer feedback, conducting
performance evaluations, and
implementing continuous improvement
initiatives.
SERVICE MARKETING RESEARCH
• Customer Insights: Gathering qualitative
and quantitative data to understand
customer needs, preferences, and
behaviors through surveys, interviews,
and focus groups.
• Market Analysis: Analyzing market
trends, industry developments, and
customer segments to identify
opportunities, assess competition, and
plan for growth.
• Brand Perception: Measuring brand
awareness, image, and reputation to
understand how the brand is perceived
and develop effective branding strategies.
• Pricing and Value Analysis: Evaluating
pricing strategies, customer willingness to
pay, and perceived value of services to
determine optimal pricing structures.
• Service Evaluation: Assessing the
effectiveness of service initiatives through
customer feedback and performance
metrics to enhance service quality and
customer experiences.
IMPROVING SERVICE QUALITY

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Jayanti R Pande
email: jayantipande17@gmail.com
• Customer Focus: Understanding customer
needs and preferences through feedback,
surveys, and dialogue to align service
delivery with customer expectations.
• Service Design and Delivery: Streamlining
service processes, enhancing reliability,
reducing waiting times, and ensuring
consistency across interactions for a
seamless customer experience.
• Employee Training and Empowerment:
Investing in employee training to equip
them with skills for exceptional service
and empowering them to make decisions
and take ownership of customer issues.
• Feedback and Complaint Management:
Establishing effective feedback
mechanisms, handling complaints
promptly and appropriately to
demonstrate commitment to service
recovery.
• Continuous Improvement: Regularly
evaluating service performance, analyzing
customer feedback, and identifying areas
for enhancement to stay ahead of
evolving customer expectations.
SERVUCTION SYSTEM
• Service Production: Activities conducted
by service providers to create and deliver
the service experience.
• Service Consumption: Active participation
of customers in the service delivery
process, contributing to the co-creation of
value.
• Service Environment: Physical or virtual
setting where the service is experienced,
including factors like ambiance, layout,
and design.
• Customer Roles: Customers actively
contribute resources, information, and
participate in decision-making during the
service encounter.
• Service Encounter: Direct interaction
between the service provider and the
customer, where service quality is
evaluated and the overall experience is
shaped.