Essentials of services marketing

Essentials of services marketing

Essentials of Services Marketing, 3e, is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting glo...

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Detalles Bibliográficos
Otros Autores: Wirtz, Jochen, author (author), Lovelock, Christopher H., author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Harlow, England : Pearson [2018]
Edición:Third edition
Materias:
Service industries > Marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623413306719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Brief Contents
  • Dedication
  • About the Authors
  • Contents
  • Preface
  • Acknowledgments
  • Part I: Understanding Service Markets, Products, and Customers
  • 1. Introduction to Services Marketing
  • Why Study Services?
  • Services Dominate the Global Economy
  • Most New Jobs Are Generated by Services
  • Understanding Services Offers Personal Competitive Advantage
  • What Are the Principal Industries of the Service Sector?
  • Contribution to Gross Domestic Product
  • Powerful Forces Are Transforming Service Markets
  • B2B Services as a Core Engine of Economic Development
  • What Are Services?
  • Benefits without Ownership
  • Defining Services
  • Service Products versus Customer Service and After-Sales Service
  • Four Broad Categories of Services-A Process Perspective
  • People Processing
  • Possession Processing
  • Mental Stimulus Processing
  • Information Processing
  • Services Pose Distinct Marketing Challenges
  • The 7 Ps of Services Marketing
  • The Traditional Marketing Mix Applied to Services
  • The Extended Services Marketing Mix for Managing the Customer Interface
  • Marketing Must Be Integrated with Other Management Functions
  • The Service-Profit Chain
  • A Framework for Developing Effective Service Marketing Strategies
  • 2. Consumer Behavior in a Services Context
  • The Three-Stage Model of Service Consumption
  • Pre-Purchase Stage
  • Need Awareness
  • Information Search
  • Evaluation of Alternative Services
  • Purchase Decision
  • Service Encounter Stage
  • Service Encounters Are "Moments of Truth"
  • Service Encounters Range from High Contact to Low Contact
  • The Servuction System
  • Theater as Metaphor for Service Delivery: An Integrative Perspective
  • Role and Script Theories
  • Perceived Control Theory
  • Post-Encounter Stage
  • Customer Satisfaction
  • Service Quality.
  • Customer Loyalty
  • 3. Positioning Services in Competitive Markets
  • Customer-Driven Services Marketing Strategy
  • Customer, Competitor, and Company Analysis (3Cs)
  • Segmentation, Targeting, and Positioning (STP)
  • Segmenting Service Markets
  • Important versus Determinant Service Attributes
  • Segmenting Based on Service Levels
  • Targeting Service Markets
  • Achieving Competitive Advantage through Focus
  • Principles of Positioning Services
  • Using Positioning Maps to Plot Competitive Strategy
  • An Example of Applying Positioning Maps to the Hotel Industry
  • Mapping Future Scenarios to Identify Potential Competitive Responses
  • Positioning Charts Help Executives Visualize Strategy
  • Developing an Effective Positioning Strategy
  • Part II: Applying the 4 Ps of Marketing to Services
  • 4. Developing Service Products And Brands
  • Creating Service Products
  • What Are the Components of a Service Product?
  • The Flower of Service
  • Facilitating Supplementary Services
  • Enhancing Supplementary Services
  • Branding Service Firms, Products, and Experiences
  • Branding Strategies for Services
  • Tiering Service Products with Branding
  • Building Brand Equity
  • Delivering Branded Service Experiences
  • New Service Development
  • A Hierarchy of New Service Categories
  • Achieving Success in New Service Development
  • 5. Distributing Services through Physical and Electronic Channels
  • Distribution in a Services Context
  • What Is Being Distributed?
  • How Should a Service Be Distributed?
  • Customers Visit the Service Site
  • Service Providers Go to Their Customers
  • The Service Transaction Is Conducted Remotely
  • Channel Preferences Vary among Customers
  • Channel Integration Is Key
  • Where Should a Service Facility Be Located?
  • Strategic Location Considerations
  • Tactical Location Considerations
  • Innovative Location Strategies.
  • When Should Service Be Delivered?
  • The Role of Intermediaries
  • Benefits and Costs of Alternative Distribution Channels
  • Franchising
  • Other Intermediaries
  • The Challenge of Distribution in Large Domestic Markets
  • Distributing Services Internationally
  • Factors Favoring Adoption of Transnational Strategies
  • Barriers to International Trade in Services
  • How to Enter International Markets
  • 6. Setting Prices and Implementing Revenue Management
  • Effective Pricing Is Central to Financial Success
  • Objectives for Establishing Prices
  • Pricing Strategy Stands on Three Foundations
  • Cost-Based Pricing
  • Value-Based Pricing
  • Reducing Related Monetary and Non-Monetary Costs
  • Competition-Based Pricing
  • Revenue Management: What It Is and How It Works
  • Reserving Capacity for High-Yield Customers
  • How Can We Measure the Effectiveness of a Firm's Revenue Management?
  • How Does Competitors' Pricing Affect Revenue Management?
  • Price Elasticity
  • Designing Rate Fences
  • Fairness and Ethical Concerns in Service Pricing
  • Service Pricing Is Complex
  • Piling on the Fees
  • Designing Fairness into Revenue Management
  • Putting Service Pricing into Practice
  • How Much Should Be Charged?
  • What Should Be the Specified Basis for Pricing?
  • Who Should Collect Payment and Where Should Payment Be Made?
  • When Should Payment Be Made?
  • How Should Payment Be Made?
  • How Should Prices Be Communicated to the Target Markets?
  • 7. Promoting Services and Educating Customers
  • Integrated Service Marketing Communications
  • Defining the Target Audience
  • Specifying Service Communication Objectives
  • Strategic Service Communications Objectives
  • Tactical Service Communications Objectives
  • Crafting Effective Service Communication Messages
  • Problems of Intangibility
  • Overcoming the Problems of Intangibility.
  • The Services Marketing Communications Mix
  • Communications Originate from Different Sources
  • Messages Transmitted through Traditional Marketing Channels
  • Messages Transmitted Online
  • Messages Transmitted through Service Delivery Channels
  • Messages Originating from Outside the Organization
  • Timing Decisions of Services Marketing Communications
  • Budget Decisions and Program Evaluation
  • Ethical and Consumer Privacy Issues in Communications
  • The Role of Corporate Design
  • Integrated Marketing Communications
  • Part III: Managing the Customer Interface
  • 8. Designing Service Processes
  • What Is a Service Process?
  • Designing and Documenting Service Processes
  • Developing a Service Blueprint
  • Blueprinting the Restaurant Experience: A Three-Act Performance
  • Identifying Fail Points
  • Fail-Proofing to Design Fail Points out of Service Processes
  • Setting Service Standards and Targets
  • Consumer Perceptions and Emotions in Service Process Design
  • Service Process Redesign
  • Service Process Redesign Should Improve Both Quality and Productivity
  • Customer Participation in Service Processes
  • Customers as Service Co-Creators
  • Reducing Service Failures Caused by Customers
  • Self-Service Technologies
  • Customer Benefits and Adoption of Self-Service Technology
  • Customer Disadvantages and Barriers of Adoption of Self-Service Technology
  • Assessing and Improving SSTs
  • Managing Customers' Reluctance to Change
  • 9. Balancing Demand and Capacity
  • Fluctuations in Demand Threaten Profitability
  • From Excess Demand to Excess Capacity
  • Building Blocks of Managing Capacity and Demand
  • Defining Productive Service Capacity
  • Managing Capacity
  • Stretching Capacity Levels
  • Adjusting Capacity to Match Demand
  • Understand Patterns of Demand
  • Managing Demand
  • Marketing Mix Elements Can Be Used to Shape Demand Patterns.
  • Inventory Demand through Waiting Lines and Queuing Systems
  • Waiting Is a Universal Phenomenon
  • Managing Waiting Lines
  • Different Queue Configurations
  • Virtual Waits
  • Queuing Systems Can Be Tailored to Market Segments
  • Customer Perceptions of Waiting Time
  • The Psychology of Waiting Time
  • Inventory Demand through Reservations Systems
  • Reservations Strategies Should Focus on Yield
  • Create Alternative Use for Otherwise Wasted Capacity
  • 10. Crafting the Service Environment
  • Service Environments-an Important Element of the Services Marketing Mix
  • What Is the Purpose of Service Environments?
  • Shape Customers' Service Experiences and Behaviors
  • Signal Quality and Position, Differentiate, and Strengthen the Brand
  • Core Component of the Value Proposition
  • Facilitate the Service Encounter and Enhance Productivity
  • The Theory behind Consumer Responses to Service Environments
  • Feelings Are a Key Driver of Customer Responses to Service Environments
  • The Servicescape Model-An Integrative Framework
  • Dimensions of the Service Environment
  • The Effect of Ambient Conditions
  • Spatial Layout and Functionality
  • Signs, Symbols, and Artifacts
  • People Are Part of the Service Environment Too
  • Putting It All Together
  • Design with a Holistic View
  • Design from a Customer's Perspective
  • Tools to Guide Servicescape Design
  • 11. Managing People for Service Advantage
  • Service Employees Are Extremely Important
  • Service Personnel as a Source of Customer Loyalty and Competitive Advantage
  • Front-Line Work Is Difficult and Stressful
  • Service Jobs Are Boundary-Spanning Positions
  • Sources of Role Conflict
  • Emotional Labor
  • Service Sweatshops
  • Cycles of Failure, Mediocrity, and Success
  • The Cycle of Failure
  • The Cycle of Mediocrity
  • The Cycle of Success
  • Human Resource Management-How to Get It Right?.
  • Hire the Right People.

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