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Please see powerpoints attached.  Then answer the two questions on the word document.  Minimum of 250 words each and 2 references for each question.
Week 6 DB

Question 1

Why are social media platforms such as Facebook, LinkedIn, Twitter, Instagram, YouTube, and TikTok so important for service firms? 

Question 2

Give an example of an advertisement for a service offering that you think is particularly effective. Explain why you think it is effective. You can include the ad in your response. Please ensure that the content of the ad does not contain any inappropriate materials. Failure to do so will result in a zero grade on this assignment and a report to the upper-level adminstration at the University.

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Part 6
MANAGING SERVICE PROMISES

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CUSTOMER
COMPANY
External communications to customers

Gap 4: The Communication Gap

Provider Gap 4

Service delivery

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Key Factors Leading to Provider Gap 4

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Integrated Service Marketing Communications
The Need for Coordination in Marketing Communication

Key Service Communication Challenges

Five Categories of Strategies to Match Service Promises with Delivery
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter
14

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Objectives for Chapter 14:
Integrated Service Marketing Communications
Discuss the key service communication challenges.

Introduce the concept of integrated service marketing communications.

Discuss ways to integrate marketing communications in service organizations.

Present specific strategies for addressing service intangibility, managing promises, managing customer expectations, educating customers, and managing internal communications.

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Communications and the Service Marketing Triangle (Figure 14.1)

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Integrated Service Marketing Communications
Integrated Service Communications
a strategy that carefully integrates all external and internal communication channels to present a consistent message to customers
This means coordination across:
sales and service people
print
Internet
other forms of tangible communication including the servicescape
How is this done in services?
advertising
sales presentations
service encounters with employees
servicescape and other tangibles
Internet and social media
public relations
pricing
service guarantees
customer education

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Five Strategies to Match Service Promises with Delivery (Figure 14.2)

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(1) Approaches for Addressing Service Intangibility
Use narrative to demonstrate the service experience
Present vivid information
Use interactive imagery
Focus on the tangibles
Use brand icons to make the service tangible
Use association, physical representation, documentation, and visualization
Feature service employees in communication

Use buzz or viral marketing
Leverage social media
Aim messages to influencers
Create advertising that generates talk because it is humorous, compelling, or unique
Feature satisfied customers in the communication
Generate word-of-mouth through employee relationships

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Vivid Information Creates a Strong Impression for The Sierra Club

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Brand Icons Make the Service Tangible

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Services Advertising Strategies Matched with Properties of Intangibility (Exhibit 14.1)

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(2) Approaches for Managing Service Promises
Create a strong service brand

Coordinate external communication

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Service Branding Model (Figure 14.3)

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(3) Approaches for Managing Customer Expectations
Make realistic promises

Offer service guarantees

Offer choices

Create tiered-value service offerings

Communicate the criteria and levels of service effectiveness

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(4) Approaches for Managing Customer Education
Prepare customers for the service process

Confirm performance to standards and expectations

Clarify expectations after the sale

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(5) Approaches for Managing Internal Marketing Communication
Create effective vertical communications
Create effective horizontal communications
Sell the brand inside the company
Create effective upward communication
Align back-office and support personnel with external customers through interaction or measurement
Create cross-functional teams

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Best Practices for Closing the Communication Gap (Gap 4)
Employing integrated service marketing communication strategies around everything and everyone that sends a message or signal.
Manage customer expectations effectively throughout the experience.
Develop mechanisms for internal communication to avoid over-promising and ensure successful delivery.

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