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sses, and they can have a profound effect on the customer's satisfaction with the service. Internal advertising to employees accomplishes the following:

Promotes an understanding of the firm's mission and customer service benefit

Influences them on how the services is to provided

Motivates them to perform

Defines management's expectations of them

Word-of-Mouth: Service purchases are frequently considered to be riskier than produce purchases because it is more difficult to customers to evaluate quality and value. As a result, customers are more apt to be influenced by colleagues, peer and other professionals who have had experiences in purchasing and using the service. Promotion must concentrate on the dominant role of personal influence in the buying process and build on world-of-mouth communication. Donald Cowell suggests that this can be done by

Persuading satisfied customers to inform others of their satisfaction

Developing materials that customers can pass on to noncustomers

Targeting opinion leaders in ad campaigns

Encouraging potential customers to talk to existing customers

Service marketer can capitalizing on satisfaction of current customers and word-of-mouth promotion by featuring customers (and their comments) in non-personal advertising. The promotion brochures for many management development seminars feacture pictures of customers and statement of satisfactory by these prior attendees.

Service Distribution

Distribution decisions in service industry are focused on how to make the service package available and accessible to the user. Speed is often competitive advantage when building a service network.

How does a service firm manager choose among all the possible distribution strategies? The short answer is: It all depends. It all depends on the internal resources of his firm and the external constraints impose on it. Some channel strategies may require substantial capital investments. Others like many of the multimarketing strategies will require specific management skills.

2.3. Consultancy Industry

Mahin, (1991) noted, service in business-to-business market can be categorized into two distinct groups: product supported by service and pure services. Consultancy belongs to the pure services group, those that are marketed on their own right without neccessarily being associated with a physical product.

Schein, (1987) wrote, process consultation is defined as a set of activities on the part of the consultant that help the client to precieve, understand and act upon the process events that occurs in the client's environment.

Consultancy industry consists of many kind of consultant companies such as accountant, management consultant, foreign investment consultant, lawyers e.t.c. in the particular situation in Poland, the most popular types of consultant is foreign investment consultant and本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。