CHAPTER 7

Promoting SERVICES
and Educating Customers

Life is for one generation; a good name is forever.

Westin’s “This Is How You Should
Feel” Campaign to Reposition Its Brand
Specific Roles of Marketing
Communications
 Service Positioning and Service differentiation

 Help customer evaluate offerings and highlight differences among services

that matter

 Promote contribution of personnel and backstage operations

 Facilitate customer involvement in production

 Stimulate or dampen demand to match capacity

Marketing Communications Mix
for Services