CHAPTER 14:
INTEGRATED SERVICE MARKETING COMMUNICATIONS
CHAPTER TOPICS
The Need for Coordination in Marketing Communication
Key Service Communication Challenges
Five Categories of Strategies to Match Service Promises with Delivery
Technology Spotlight: Internet Expert Mary Meeker Predicts What Companies Most Need to Know
Global Feature: Virgin Atlantic Airways
Strategy Insight: Mobile Advertising—The Key to the Future of Digital
CHAPTER OBJECTIVES
1. Discuss the key service communication challenges.
2. Introduce the concept of integrated service marketing communications.
3. Discuss ways to integrate marketing communications in service organizations.
4. Present specific strategies for addressing service intangibility, managing promises, managing
customer expectations, educating customers, and managing internal communications.
LECTURE TIPS & AIDS
1. To assist in the discussion of integrated service marketing communications, the instructor might bring
in to class 4-6 print advertisements for services and have students critique them using the criteria
suggested in the chapter. The advertisements could be (1) all from one company, (2) all for one type
of service provider, or (3) a group of very good (or very poor) ads. A discussion of the positioning
strategy in each ad could serve as a review for various service marketing concepts discussed during
the course. If the Internet is accessible in the classroom, the instructor could also “bring in” to class
various Internet ads for similar discussion. Alternatively, this activity could be combined with Active
Learning Activity 2 (see below) and the students could be responsible for leading the discussion.
2. If the classroom has access to the Internet, visit the following Web sites to evaluate whether the
company is using integrated service marketing communications:
www.kraftfoodscompany.com
www.fedex.com
www.ups.com
www.intuit.com
What are the strengths of each in terms of integrated external marketing communications? Is there
evidence of integrated interactive marketing communications?
QUESTIONS TO USE WITH CHAPTER OPENING VIGNETTE
Chapter 14: Three Successful Cross-Channel Integrated Service Marketing Campaigns
1. What is meant by integrated service marketing communications? How is this different from integrated
marketing communications?
2. Choose one of the three examples presented in the opening vignette. Using the service marketing
triangle as a framework, identify and describe the external marketing, interactive marketing, and
internal marketing tactics used by the company during the campaign. Further research into these
campaigns for more detail is encouraged. Discuss the ways in which the messaging was coordinated
across all of the media/channels involved to create a cohesive message.
ACTIVE LEARNING ACTIVITIES
1. Go to the DHL Website at www.dhl-usa.com. Explore each area of the site and make a list of the
types of information you can find based on the three categories of marketing communication
(external, interactive, internal) discussed in this chapter. What additional information would you find
useful on the site?
2. Find five effective service advertisements in newspapers and magazines. According to the criteria
given in this chapter, identify why they are effective. Critique them using the list of criteria and
discuss ways they could be improved.
3. Debate the issue of exceeding customer expectations with another person or group in the class. One
of the groups or individuals should be for establishing a company goal of exceeding customer
expectations and one should be against establishing such a goal. What company evidence can you
provide for your side of the argument?
POTENTIAL VIDEO CLIPS TO USE IN ILLUSTRATING CHAPTER 14 CONCEPTS
“FedEx” Commercials – FedEx generally has creative commercials that can be used to
illustrate concepts from Chapter 16.
“DHL” Commercials – Recent DHL commercials might be used to illustrate the integrated
service marketing communications the company has developed (and that is discussed in the chapter)
in its attempt to become a major player in the U.S. marketplace.
“Dodgeball” – The opening scene of this movie includes a humorous promotion (i.e.,
advertisement/infomercial) of a service business: a gymnasium. This clip could be used to depict use
(or, misuse) of several of the services advertising strategies mentioned in Chapter 16.
POSSIBLE WEB SITES FOR CHAPTER 14
Company Location
DHL www.dhl-usa.com
Domino’s Pizza www.dominos.com
FedEx Corporation www.fedex.com
GEICO Insurance www.geico.com
Google www.google.com
hotels.com www.hotels.com
Mayo Clinic www.mayoclinic.com
Nike www.nike.com
Southwest Airlines www.southwest.com
The Travelers Company Inc. www.travelers.com
YouTube www.youtube.com
Web sites for fan clubs of students’ favorite musical groups
Current movie web sites
APPROPRIATE CASES FOR CHAPTER 14
From previous Zeithaml, Bitner, and Gremler Services Marketing text:
United Breaks Guitars [included in the sixth edition of this text: Zeithaml, Bitner, and Gremler
(2013) Services Marketing: Integrating Customer Focus Across the Firm, New York, NY:
McGraw-Hill Companies]
People, Service, and Profit at Jyske Bank [included in the sixth edition of this text: Zeithaml,
Bitner, and Gremler (2013) Services Marketing: Integrating Customer Focus Across the Firm,
New York, NY: McGraw-Hill Companies]
Using Services Marketing to Develop and Deliver Integrated Solutions at Caterpillar in Latin
America [included in the sixth edition of this text: Zeithaml, Bitner, and Gremler (2013) Services
Marketing: Integrating Customer Focus Across the Firm, New York, NY: McGraw-Hill
Companies]
ong Kong Disneyland [included in the fifth edition of this text: Zeithaml, Bitner, and Gremler
(2009) Services Marketing: Integrating Customer Focus Across the Firm, New York, NY:
McGraw-Hill Companies]
Virgin Mobile USA: Pricing for the Very First Time [included in the fifth edition of this text:
Zeithaml, Bitner, and Gremler (2009) Services Marketing: Integrating Customer Focus Across
the Firm, New York, NY: McGraw-Hill Companies]
Virgin Atlantic Airways [included in the third edition of this text: Zeithaml and Bitner (2003)
Services Marketing: Integrating Customer Focus Across the Firm, New York, NY: McGraw-Hill
Companies]
From other sources:
Bronner Slosberg Humphrey [Harvard Business School Case 9-598-136, 1998; Teaching Note
5-598-141, 1998]
The Museum of Fine Arts, Boston/Fleet Financial Group Sponsorship of Monet in the 20th
Century [Harvard Business School Case 9-502-059, 2002]