Uni assignment

1. Word of mouth is relevant to
services marketers versus marketers
of goods as service marketers focus
on influencing the actions of the
consumers other than the product
they maybe thinking of consuming.

2. Popular Facebook check ins of consumers in the area of
Hobart.
• Dominos Pizza
• Hungry Jacks
• Salamanca Markets
• Local clubs/pubs
• Zap fitness

3. Dominos Pizza
• Cheap Pizzas
• Bad reputation
• Consistency issues
Hungry Jacks
• Shake and win
• Increases popularity of the organisation
Salamanca Market
• Growing of Businesses through exposure of word of mouth on
Facebook

4. Local Nightclubs/Pubs
• Promoting events
• Check in for free drinks
Zap
• Check ins can generate business.

5. Social network communication management is dictated by its tangibility
E.G- Tangible
V.I.P lawns and Hungry Jacks
• Well established businesses
• Trustworthy
• Brand loyalty shown by many clients
• Hiring that ‘bloke down the road’
• Cost effective, thus more people return
Tangible entities influence WOM both +/-
- Positive WOM
- Promise future customers to
complete work to a similar if not
better standard for a discount.
- Give people the opportunity to
rate their service on a public
domain.
- Negative WOM
- Offers for subscribed individuals
(hungry jacks app discounts)
- Hire ambassador to spread WOM
(distanced from business)
- Offer discount services for future
jobs (less effective)
- Delete negative posts on Facebook

6. Intangible businesses influence WOM
Companies like Telstra and The Owl House bar, Sydney.
• Established for many years
• Brand loyalty displayed by many customers
• Wide variety of products (wide market reach)
• Multi-million/ billion $ companies
Positive WOM
• promote that product in a manner
which is similar to the + WOM
• Opportunities to win prizes/ get
discounts by purchasing certain goods.
• Promote positive comment/discussion
Negative WOM
• offers discounts for punters
• demote negative discussion
• Hire ambassadors to promote product
in a non-harmful manner

7. Consumer Consideration
firm-generated communications vs
peer- generated communications
Firm-generated
communications –ads:
Trustworthiness =
credibility
Spokesman credibility
Attracting pictures
Compare with
previous products
Cost-benefit analysis
Peer-generated
communications- WOM:
Who that peer is
Trustworthiness
Friend’s comments,
suggestions and
recommendations

8. Firm-generated
communications
 Credibility -- perceived
honesty and objectivity of
the source, which has an
enormous influence on the
acceptance of the
communication
 Spokesman -- overall image,
brand user, profession,
expertise, familiarity

9. Marketers are interested in
opinion leaders
 more effectively than do the mass
media
 have greater exposure to the mass
media
 opinion leaders are more likely to be
asked about political and government
issues
 achieve greater degree of social
interaction and higher socioeconomic
status
 crucial change-agents who champion
innovation through a community and
are well positioned to become aware of
and to adopt innovations

10. Pros & Cons for marketers of:
smartphone-equipped customers?
Pros:
Instant contact with
consumers
Make more money
Good information travels
fast
Better manage customer
relationship
Offer Personalized and
direct marketing to
customers
Cons:
Consumers has access to
information which may be
provided by competitors
Bad information flows
quickly and customers tend
to remember bad things
longer
Customers may have privacy
concerns and will not trust
marketers

11. Reference groups
• A group who can influence our decisions, beliefs and
attitudes.
Why are they of importance to marketers?
- influential
- Trustworthy
- un-bias
- Ideology of ones self

12. Facebook reference groups
• YOUR MATES/ PEERS
• Friend shares post, you see post, your likely to read that
post, like that post and share again. ------ we are basically
all sheep, we conform with our peers.
• Exponential relationship between sharing a post and its
reach***
• However….. Nothing is free anymore. Facebook costs $ to
promote anything.