FUNDAMENTAL OF SERVICE

MARKETING
MKT 2643

TOPIC 4: THE TRADITIONAL MARKETING MIX APPLIED TO SERVICES

AT THE END OF THE LESSON, STUDENT
SHOULD BE ABLE TO :

1. Define the three target audience.

2. Identify 5W’s of integrated services

communication model.

3. Analyze the services marketing communication

mix.

4. Identify three sources message received by

target audience.
DEFINING THE THREE TARGET AUDIENCE

1. Prospects

2. Users 3. Employees
DEFINING THE THREE TARGET AUDIENCE

1. PROSPECTS
 As marketers of consumer services do not usually know prospects in
advance, they typically need to employ a traditional communications mix
comprising elements such as media advertising, online advertising, public
relations, and the use of purchased lists for direct mail or telemarketing.
DEFINING THE THREE TARGET AUDIENCE

2. USERS
 In contrast to prospects, more cost-effective channels are often available
to reach existing users.
 These may include cross- or up-selling efforts by front-line employees,
point-of-sale promotions, information distributed during service encounters,
and location-based mobile apps.
 If the firm has a membership relationship with its customers and a
database containing contact and profiling information, it can distribute
highly targeted information through apps, e-mail, messages, direct mail, or
telephone.
DEFINING THE THREE TARGET AUDIENCE

3. EMPLOYEES
 Employees serve as a secondary audience for communication campaigns
through public media.
 A well-designed campaign targeted at customers can also be motivating
for employees.
 The advertising content shows them what is promised to customers and
thereby helps to shape their behavior and performance.
5W’S OF INTEGRATED SERVICES
COMMUNICATION MODEL

1. Who is our target 2. What do we need to

audience? communicate & achieve?

3. How should we 4. Where should we

communicate this? communicate this?

5. When do the
communications need to
placetake [?
5W’S OF INTEGRATED SERVICES
COMMUNICATION MODEL
 SERVICES MARKETING
COMMUNICATION MIX.
THREE SOURCES MESSAGE RECEIVED
BY TARGET AUDIENCE
 THREE SOURCES MESSAGE RECEIVED
BY TARGET AUDIENCE
1. ADVERTISING
 A wide array of paid advertising media is available, including broadcast
(TV and radio), print (magazines and newspapers), movie theatres, and
many types of outdoor media (posters, billboards, electronic message
boards, and the exteriors of buses or bicycles).

2. DIRECT MARKETING
 This category embraces such tools as mailings, e-mail, and text messaging.
It allow firms to send personalized messages to highly targeted micro-
segments.
 Direct strategies usually succeed when marketers possess a detailed
database of information about prospects and customers.
 THREE SOURCES MESSAGE RECEIVED
BY TARGET AUDIENCE
3. SALES PROMOTION
 A form of communication with an incentive, usually specific to a time
period, price, or customer group.
 Is a short-term objectives, such as to motivate customers to use a specific
service sooner, in greater volume with each purchase, or more frequently.
 Sales promotions for service firms (samples, coupons and other discounts,
gifts, and competitions with prizes) increase sales during periods when
demand would otherwise be weak.
 THREE SOURCES MESSAGE RECEIVED
BY TARGET AUDIENCE
4. PERSONAL SELLING
 This refers to inter-personal encounters in which eff orts are made to
educate customers and promote a particular brand or product.
 For services that are bought less often, such as property, insurance, and
funeral services, the firm’s representative may act as a consultant to help
buyers make their selections.
 For industrial and professional firms that sell relatively complex services,
customer may have an account manager they can turn to for advice,
education, and consultation.
 THREE SOURCES MESSAGE RECEIVED
BY TARGET AUDIENCE
5. PUBLIC RELATIONS (PR)
 Involves efforts to stimulate positive interest in an organization and its
products by;
▪ sending out news releases
▪ holding press conferences
▪ staging special events
▪ sponsoring news-worthy activities put on by third parties.
 A basic element in PR strategy is the preparation and distribution of press
releases (including photos and/or videos) that feature stories about the
company, its products, and its employees.
 Please read in your
Textbook on “How a
message transmitted?”
(Page 208- finish)