Service Marketing concept service Promotion, strategies, Implementation

Promotion companies all the tools in the market mix who is major role is persuasive communication.

                                                                             ___Philip. Kotler

“Promotion includes advantage personal selling, sales promotion & other tools. It includes every activity which inspires people to buy the goods & services of the company”

Meaning for service promotion:

          The world promoting is direct from Latin word “promoter”. It means an attempt to shift the attention of people from one end of disinterest to other interest.

The following element is used promotional service:

●      Advertising

●      Sales promotion

●      Publicity

●      Public relation

●      Word of mouth communication

●      Tele marketing

Marketing communication:

          “Marketing communication is messages are related media used to communicative with a market:

                                                                                      ____ Philip. Kotler

          “ Marketing communication is the process of presently an integrated set of stimuli to the market with the intend of evoking a desired set or response”             ____Delozier

Process:

Source       message     perception           channel      receiver

         

          Feedback                                effect

Source;

          It is the sender of the message

●      Sales representative

●      Seller

●      Encoder

●      Advertiser

●      Sponsor

Message:

          It refers content of the message it may be include statements figures symbols.

Perception:

          It is the important factor of the communication process. The message can be perceived by the receiver according to his nature & culture attention interest desire.

Channel:

          The message is carried through same channel. T.V, Radio, Cell, News papers, Face to Face. The channel is reported by space, time & money.

Receiver:

          The receiver is target audios decoding the message. The receiver characteristics, living, area, knowledge, income level.

Implementation for communication strategy:

                                         Manage customer

                                         expectation     

manage                             goal delivery                         improve

service                               greater than (or)                  customer

promises                           equal promises                    education

                                          manage internal

                                          market communication

Pricing factors:

Internal factors                                                   External factors

Organizational factors                            Demand

Marketing mix                                    competition

Product differentiation                           suppliers    

Pricing                                                    decision

Cost of product                                        buyer

Objective of the firm                               government

Function objectives:

Selecting the pricing objectives:

●      Survival

●      Maximum profitability

●      Skimming

●      Market share

●      Service quality leadership

Determining demand:

a.       Price sensitivity:

Unique value effects

Substitute awareness effect

Difficult comparison effect

Total expenditure effect

Shared cost effect

Sunk investment effect

Price quality effect

Inventory effect

b.       Estimating demand curves

c.        Price elasticity demand

d.       Estimating costs.