There are four promotional strategies for dealing with the unique features of services. Name these strategies and give examples of each, using American Airlines (or another air carrier you are familiar with) as your example

Question

What will be an ideal response?

Answer 1

ANSWER: - Stressing tangible cues: The most obvious tangible cue is the aircraft itself because this is an equipment-based service. Other tangible cues can be stressed during in-flight service, such as special meal and beverage services, provision of promotional items featuring the American Airlines (AA) logo, or other methods of making intangible services more tangible.
- Using personal information sources: Personal sources of information can help to reduce a customer's perceived risk in choosing a service. An endorsement by a famous actor or political figure who prefers to use AA would be beneficial. AA should also seek to stimulate positive word-of-mouth communication among present and prospective customers.
- Creating a strong organizational image: Service marketers should attempt to create strong organizational images. One way to create an image is to manage the evidence of the service. This would mean that AA should create a good appearance of the flight crews and other employees, keep the aircraft clean, and provide other tangible goods (items featuring the AA logo).
- Engaging in postpurchase communication: Postpurchase communication can be accomplished with postcard surveys, in-flight brochures, or personal interviews. Customers should be shown that their feedback is sought and their patronage is appreciated.