{"id":1636,"date":"2020-09-18T16:38:52","date_gmt":"2020-09-18T16:38:52","guid":{"rendered":"https:\/\/opentextbc.ca\/introtourism2e\/chapter\/planning-for-services-marketing\/"},"modified":"2021-06-04T21:22:03","modified_gmt":"2021-06-04T21:22:03","slug":"planning-for-services-marketing","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/introtourism2e\/chapter\/planning-for-services-marketing\/","title":{"raw":"8.3 Planning for Services Marketing","rendered":"8.3 Planning for Services Marketing"},"content":{"raw":"To ensure effective services marketing, tourism marketers need to be strategic in their planning process. Using a [pb_glossary id=\"2949\"]tourism marketing system[\/pb_glossary]\u00a0requires carefully evaluating multiple alternatives, choosing the right activities for specific markets, anticipating challenges, adapting to these challenges, and measuring success (Morrison, 2010). Tourism\u00a0marketers can choose to follow a strategic management process called the [pb_glossary id=\"2861\"]PRICE concept[\/pb_glossary], where they:\n<ul>\n \t<li>P: plan (where are we now?)<\/li>\n \t<li>R: research (where would we like to be?)<\/li>\n \t<li>\u2028I: implement (how do we get there?)<\/li>\n \t<li>C: control (how do we make sure we get there?)<\/li>\n \t<li>E: evaluate (how do we know if we got there?)<\/li>\n<\/ul>\nIn this way, marketers can be more assured they are strategically satisfying both the customer's needs and the organization's objectives (Morrison, 2010). The relationship between company, employees, and customers in the services marketing context can be described as a [pb_glossary id=\"2909\"]services marketing triangle[\/pb_glossary] (Morrison, 2010), which is illustrated in Figure 8.5.<a id=\"retfig8.5\" class=\"internal\" href=\"\"><\/a>\n\n[caption id=\"attachment_1635\" align=\"aligncenter\" width=\"500\"]<img class=\"wp-image-1634\" src=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle.jpg\" alt=\"Services marketing triangle. Long description available.\" width=\"500\" height=\"365\"> Figure 8.5 Services marketing triangle (adapted from Morrison, 2010). <a class=\"internal\" href=\"#fig8.5\">[Long Description]<\/a>[\/caption]In traditional marketing, a business broadcasts messaging directly to the consumer. In contrast,\u00a0in services marketing, employees play an integral component. The communications\u00a0between the three groups can be summarized as follows (Morrison, 2010):\n<ol>\n \t<li>External marketing: promotional efforts aimed at potential customers and guests\u00a0(creating\u00a0a promise between the organization\u00a0and the guest)<\/li>\n \t<li>Internal marketing: training, culture, and internal communications (enabling employees to deliver on the promise)<\/li>\n \t<li>Interactive marketing: direct exchanges between employees and guests\u00a0(delivering the promise)<\/li>\n<\/ol>\n&nbsp;\n\n[h5p id=\"31\"]\n\nThe direct and indirect ways that a company or destination reaches its potential customers or guests can be grouped into eight concepts known as the [pb_glossary id=\"3007\"]8 Ps of services marketing[\/pb_glossary].\n<h1>8 Ps of Services Marketing<\/h1>\nThe [pb_glossary id=\"3007\"]8 Ps[\/pb_glossary] are best described as the specific components\u00a0required to reach selected markets. In traditional marketing, there are four Ps:\u00a0price, product, place, and promotion. In services marketing, the list expands to the following (Morrison, 2010):\n<ul>\n \t<li>Product: the range of product and service mix offered to customers<\/li>\n \t<li>Place: how the product will be made available to consumers\u00a0in the market, selection of distribution channels,\u00a0and partners<\/li>\n \t<li>Promotion: specific combination\u00a0of marketing techniques (advertising, personal sales, public relations, etc.)<\/li>\n \t<li>Pricing: part of a comprehensive revenue management and pricing plan<\/li>\n \t<li>People: developing human resources plans and strategies\u00a0to support positive interactions between hosts and guests<\/li>\n \t<li>Programming: customer-oriented activities (special events, festivals, or special activities) designed to increase customer spending or length of stay, or to add to the appeal of packages<\/li>\n \t<li>Partnership: also known as\u00a0cooperative marketing, increasing the reach and impact of marketing efforts<\/li>\n \t<li>Physical evidence: ways in which businesses can demonstrate their marketing claims and customers can document their experience such as stories, reviews, blog posts, or in-location signage and components<\/li>\n<\/ul>\nIt is important that these components all work together in a seamless set of messages and activities known as integrated marketing communications to ensure the guests receive a clear message and an experience that meets their expectations.\n\n&nbsp;\n\n[h5p id=\"32\"]\n<h1>Integrated Marketing Communications<\/h1>\n[caption id=\"attachment_1635\" align=\"aligncenter\" width=\"500\"]<img class=\"wp-image-1635\" src=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo.jpg\" alt=\"Canvas with a white brick design is draped over a rounded building entrance to resemble an igloo.\" width=\"500\" height=\"333\"> Figure 8.6 During the 2010 Winter Olympics in Vancouver, many marketing partners came together to deliver an integrated experience to guests, including shopping malls disguised as igloos.[\/caption]\n\n[pb_glossary id=\"2731\"]Integrated marketing communications (IMC)[\/pb_glossary] involves<strong>\u00a0<\/strong>planning and coordinating all the promotional mix elements (including online and social media components) to be as consistent and mutually supportive as possible.\u00a0This approach is much superior to using each element separately and independently.\n\nTour operators, attractions, hotels, and destination marketing organizations will often break down marketing into separate departments, losing the opportunity to ensure each activity is aligned with a common goal. Sometimes a potential visitor or guest is bombarded with messaging about independent destinations within a region, or businesses within a city, rather than one consistent set of messages about the core attributes of that destination.\n\nIt is important to consider how consumers use various and multiple channels of communication and reach out to them in a comprehensive and coherent fashion. As a concept, [pb_glossary id=\"2731\"]IMC[\/pb_glossary] is not new, but it is more challenging than ever due to the numerous social media and unconventional communication channels now available. Each channel must be well maintained and aligned around the same messages, and selected with the visitor in mind. Too often businesses and destinations deploy multiple channels and end up neglecting some of these, rather than ensuring key platforms are well maintained (Eliason, 2014).\n\nIn order to better understand our guests, and the best ways to reach them, let's\u00a0take a closer look at the consumer as the starting and focal point of any marketing plan.\n<h1>Long Descriptions<\/h1>\n<strong id=\"fig8.5\">Figure 8.5 long description:<\/strong> The services marketing triangle. At each triangle point is the company, customers, and employees. Between the company and its employees is internal marketing; between the company and its customers is external marketing; and between the employees and the customers is interactive marketing. <a class=\"internal\" href=\"#retfig8.5\">[Return to Figure 8.5]<\/a>","rendered":"<p>To ensure effective services marketing, tourism marketers need to be strategic in their planning process. Using a <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_2949\">tourism marketing system<\/a>\u00a0requires carefully evaluating multiple alternatives, choosing the right activities for specific markets, anticipating challenges, adapting to these challenges, and measuring success (Morrison, 2010). Tourism\u00a0marketers can choose to follow a strategic management process called the <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_2861\">PRICE concept<\/a>, where they:<\/p>\n<ul>\n<li>P: plan (where are we now?)<\/li>\n<li>R: research (where would we like to be?)<\/li>\n<li>\u2028I: implement (how do we get there?)<\/li>\n<li>C: control (how do we make sure we get there?)<\/li>\n<li>E: evaluate (how do we know if we got there?)<\/li>\n<\/ul>\n<p>In this way, marketers can be more assured they are strategically satisfying both the customer&#8217;s needs and the organization&#8217;s objectives (Morrison, 2010). The relationship between company, employees, and customers in the services marketing context can be described as a <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_2909\">services marketing triangle<\/a> (Morrison, 2010), which is illustrated in Figure 8.5.<a id=\"retfig8.5\" class=\"internal\" href=\"\"><\/a><\/p>\n<figure id=\"attachment_1635\" aria-describedby=\"caption-attachment-1635\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1634\" src=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle.jpg\" alt=\"Services marketing triangle. Long description available.\" width=\"500\" height=\"365\" srcset=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle.jpg 994w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle-300x219.jpg 300w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle-768x560.jpg 768w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle-65x47.jpg 65w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle-225x164.jpg 225w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2020\/09\/Services-Marketing-Triangle-350x255.jpg 350w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-1635\" class=\"wp-caption-text\">Figure 8.5 Services marketing triangle (adapted from Morrison, 2010). <a class=\"internal\" href=\"#fig8.5\">[Long Description]<\/a><\/figcaption><\/figure>\n<p>In traditional marketing, a business broadcasts messaging directly to the consumer. In contrast,\u00a0in services marketing, employees play an integral component. The communications\u00a0between the three groups can be summarized as follows (Morrison, 2010):<\/p>\n<ol>\n<li>External marketing: promotional efforts aimed at potential customers and guests\u00a0(creating\u00a0a promise between the organization\u00a0and the guest)<\/li>\n<li>Internal marketing: training, culture, and internal communications (enabling employees to deliver on the promise)<\/li>\n<li>Interactive marketing: direct exchanges between employees and guests\u00a0(delivering the promise)<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<div id=\"h5p-31\">\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-31\" class=\"h5p-iframe\" data-content-id=\"31\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Test Your Knowledge of the Services Marketing Triangle Here!\"><\/iframe><\/div>\n<\/div>\n<p>The direct and indirect ways that a company or destination reaches its potential customers or guests can be grouped into eight concepts known as the <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_3007\">8 Ps of services marketing<\/a>.<\/p>\n<h1>8 Ps of Services Marketing<\/h1>\n<p>The <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_3007\">8 Ps<\/a> are best described as the specific components\u00a0required to reach selected markets. In traditional marketing, there are four Ps:\u00a0price, product, place, and promotion. In services marketing, the list expands to the following (Morrison, 2010):<\/p>\n<ul>\n<li>Product: the range of product and service mix offered to customers<\/li>\n<li>Place: how the product will be made available to consumers\u00a0in the market, selection of distribution channels,\u00a0and partners<\/li>\n<li>Promotion: specific combination\u00a0of marketing techniques (advertising, personal sales, public relations, etc.)<\/li>\n<li>Pricing: part of a comprehensive revenue management and pricing plan<\/li>\n<li>People: developing human resources plans and strategies\u00a0to support positive interactions between hosts and guests<\/li>\n<li>Programming: customer-oriented activities (special events, festivals, or special activities) designed to increase customer spending or length of stay, or to add to the appeal of packages<\/li>\n<li>Partnership: also known as\u00a0cooperative marketing, increasing the reach and impact of marketing efforts<\/li>\n<li>Physical evidence: ways in which businesses can demonstrate their marketing claims and customers can document their experience such as stories, reviews, blog posts, or in-location signage and components<\/li>\n<\/ul>\n<p>It is important that these components all work together in a seamless set of messages and activities known as integrated marketing communications to ensure the guests receive a clear message and an experience that meets their expectations.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"h5p-32\">\n<div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-32\" class=\"h5p-iframe\" data-content-id=\"32\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Chapter 8. Services Marketing - The 8P&#039;s of Services Marketing\"><\/iframe><\/div>\n<\/div>\n<h1>Integrated Marketing Communications<\/h1>\n<figure id=\"attachment_1635\" aria-describedby=\"caption-attachment-1635\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1635\" src=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo.jpg\" alt=\"Canvas with a white brick design is draped over a rounded building entrance to resemble an igloo.\" width=\"500\" height=\"333\" srcset=\"https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo.jpg 1024w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo-300x200.jpg 300w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo-768x512.jpg 768w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo-65x43.jpg 65w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo-225x150.jpg 225w, https:\/\/opentextbc.ca\/introtourism2e\/wp-content\/uploads\/sites\/315\/2021\/06\/Pacific-Centre-Igloo-350x233.jpg 350w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-1635\" class=\"wp-caption-text\">Figure 8.6 During the 2010 Winter Olympics in Vancouver, many marketing partners came together to deliver an integrated experience to guests, including shopping malls disguised as igloos.<\/figcaption><\/figure>\n<p><a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_2731\">Integrated marketing communications (IMC)<\/a> involves<strong>\u00a0<\/strong>planning and coordinating all the promotional mix elements (including online and social media components) to be as consistent and mutually supportive as possible.\u00a0This approach is much superior to using each element separately and independently.<\/p>\n<p>Tour operators, attractions, hotels, and destination marketing organizations will often break down marketing into separate departments, losing the opportunity to ensure each activity is aligned with a common goal. Sometimes a potential visitor or guest is bombarded with messaging about independent destinations within a region, or businesses within a city, rather than one consistent set of messages about the core attributes of that destination.<\/p>\n<p>It is important to consider how consumers use various and multiple channels of communication and reach out to them in a comprehensive and coherent fashion. As a concept, <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1636_2731\">IMC<\/a> is not new, but it is more challenging than ever due to the numerous social media and unconventional communication channels now available. Each channel must be well maintained and aligned around the same messages, and selected with the visitor in mind. Too often businesses and destinations deploy multiple channels and end up neglecting some of these, rather than ensuring key platforms are well maintained (Eliason, 2014).<\/p>\n<p>In order to better understand our guests, and the best ways to reach them, let&#8217;s\u00a0take a closer look at the consumer as the starting and focal point of any marketing plan.<\/p>\n<h1>Long Descriptions<\/h1>\n<p><strong id=\"fig8.5\">Figure 8.5 long description:<\/strong> The services marketing triangle. At each triangle point is the company, customers, and employees. Between the company and its employees is internal marketing; between the company and its customers is external marketing; and between the employees and the customers is interactive marketing. <a class=\"internal\" href=\"#retfig8.5\">[Return to Figure 8.5]<\/a><\/p>\n<div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_1636_2949\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1636_2949\"><div tabindex=\"-1\"><p>An approach that guides the planning, execution, and evaluation of tourism marketing efforts (PRICE concept is an approach to this).<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1636_2861\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1636_2861\"><div tabindex=\"-1\"><p>An acronym that helps marketers remember the need to plan, research, implement, control, and evaluate the components of their marketing plan.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1636_2909\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1636_2909\"><div tabindex=\"-1\"><p>A model for understanding the relationship between the company, its employees, and the customer; differs from traditional marketing where the business speaks directly to the consumer.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1636_3007\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1636_3007\"><div tabindex=\"-1\"><p>Refers to product, place, promotion, pricing, people, programming, partnership, and physical evidence.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1636_2731\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1636_2731\"><div tabindex=\"-1\"><p>Planning and coordinating all the promotional mix elements and internet marketing so they are as consistent and as mutually supportive as possible.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":90,"menu_order":3,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":"cc-by"},"chapter-type":[],"contributor":[],"license":[52],"class_list":["post-1636","chapter","type-chapter","status-publish","hentry","license-cc-by"],"part":1625,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapters\/1636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":3,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapters\/1636\/revisions"}],"predecessor-version":[{"id":3110,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapters\/1636\/revisions\/3110"}],"part":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/parts\/1625"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapters\/1636\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/wp\/v2\/media?parent=1636"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/pressbooks\/v2\/chapter-type?post=1636"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/wp\/v2\/contributor?post=1636"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism2e\/wp-json\/wp\/v2\/license?post=1636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}