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Nufazil Ahangar
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Promoting services 1
1.
Promoting services and
educating customers
2.
Role of marketing
communications Position and differentiate the service Promote the contribution of service personnel and back stage operations
3.
Add value through
communication content Stimulate the demand
4.
Challenges of service
communications Generality Non searchability Mental impalpability
5.
Overcoming the problem
of intangibility Tangible cues Metaphors
6.
Marketing communication planning
Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate this? When do the communication need to take place?
7.
MARKETING COMMUNICATION MIX
8.
9.
Messages originating within an organization Sources Production channels Marketing channels Front
line staff Service outlets Self service delivery points Advertising Public relations Direct marketing Sales promotion Personal sellingTrade shows Internet
10.
Messages originating outside an organization Word of
mouth Blogs, social networks Media coverage
11.
Production channels Front line
staff Service outlets Self-service delivery points
12.
Marketing channels
13.
14.
Messages originating outside
the organization
15.
Questions???
16.
THANK YOU!!!!!
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