Page 252 - DMGT510_SERVICES_MARKETING

Unit 13: Promotions and Servicescapes in Services

Instant feedback: A major disadvantage of mass marketing is its inability to channel the Notes
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feedbacks from customers for effective utilisation. Sincere feedbacks can be used by the
service marketer in new product development as well as in the fine-tuning of service
blueprints. This is possible in direct marketing where, in the service-and-selling encounter,
the reactions of the customers are observed by the alert and sensitive direct marketer.
The service marketer is in direct contact with the customer - which can be personalized. Personal
selling to different customers in an individual capacity, face-to-face is also known as
micromarketing. Some of the popular direct marketing tools are:

Direct Mail or Database Marketing: Here a database of customers - present and potential
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- is the major asset of the service marketer, increasing his market penetration. The marketer
can either gather the database himself or acquire it from others.

Example: American Express can and does take the database of the subscribers of India
Today to mail-market its credit cards.
An issue of ethics rears its head here popularizing the new jargon, ‘permission marketing’.
Mail order or catalogue
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Direct selling
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Direct response
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Telemarketing
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Internet marketing
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Self Assessment

Match the following sets:

Set A
9. Advertising
10. Public relations

11. Sales promotion
12. Personal Selling
13. Direct Marketing
Set B
(a) It is a paid form of mass communication

(b) It is a short term incentive to boost sales
(c) It includes mail order or catalogue marketing
(d) It involves personal confrontation, cultivation and immediate response

(e) It is done to maintain the goodwill of the company
13.4 Designing Servicescapes

The place where the service delivery and encounter takes place is like a shop floor or a factory.
The service is ‘produced’ and consumed - both in the same place and the same time. The

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