Managing services marketing: text and readings
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Fort Worth u.a.
Dryden Press
1992
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 594 S. graph. Darst. |
| ISBN: | 0030541646 |
Staff View
MARC
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| 245 | 1 | 0 | |a Managing services marketing |b text and readings |c John E. G. Bateson |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Part I The Basic Building Blocks 1
Chapter 1 Introduction 3
A Perspective on Services Marketing 4
The Importance of Services to the U.S. Economy 5
On Definitions and Classifications 7
The Basic Model 8
Services in Action 1.1: The American Automobile Association 10
Services in Action 1.2: Domino s Pizza 15
The Structure of This Book 16
The Chapter 1 Readings 17
Article 1.1: Pul eeze! Will Somebody Help Me? Stephen Koepp 19
Article 1.2: Comparing Marketing Management in Package Goods and Service Organizations
Gary Knisely 26
Article 1.3: Problems and Strategies in Services Marketing Valarie A. Zeithaml, A. Pamsuraman,
and Leonard L. Berry 48
Article 1.4: Classifying Services to Gam Strategic Marketing Insights Christopher H. Lovelock 68
Chapter 2 Understanding the Service Experience 83
The Three Stage Model of Services Consumer Behavior 84
Services in Action 2.1: Fidelity Investments 88
Models of the Consumer s Decision Making Process 89
The Consumer as a Risk Taker 90
Services in Action 2.2: Riverside Methodist Hospital 91
Multiattribute Models and the Service Experience 94
The Perceived Control Perspective—Who s in Control Anyway? 97
The Script Perspective—All the World s a Stage and All the People Players 99
Services in Action 2.3: Safeway 102
Consumer Behavior and Management Decisions 103
The Chapter 2 Readings 103
Article 2.1: A Role Theory Perspective on Dyadic Interactions: The Service Encounter
Michael R. Solomon, Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman 106
Article 2.2: Perceived Control and the Service Encounter John E. G. Bateson 123
Article 2.3: A Test of Services Marketing Theory: Consumer Information Acquisition Activities
Keith B. Murray 133
xi
xii Contents
Chapter 3 Improving Profitability with Services Marketing 155
The Prerequisites for Manufacturing Efficiency 158
Applying the Efficiency Model to Services 159
Services in Action 3.1: Arby s 160
Potential Solutions to Service Operations Problems 162
Services in Action 3.2: The Chubb Group of Insurance Companies 165
Services in Action 3.3: Citicorp 168
Summary: The Marketing/Operations Interdependence 169
The Chapter 3 Readings 169
Article 3.1: Where Does the Customer Fit in a Service Operation? Richard B. Chase 171
Article 3.2: Look to Consumers to Increase Productivity Christopher H. Lovelock and
Robert F. Young 178
Article 3.3: Toward Service without a Snarl Jeremy Main 189
Part II The Service Marketing Mix 197
Chapter 4 Designing the Service Product I:
Configuring the Operation and the Environment 199
Designing the Interactive Process 200
Services in Action 4.1: Land s End 204
A Marketing or an Operations Flowchart? 206
Flowcharting for New Product Development 207
Services in Action 4.2: Embassy Suites 208
Designing the Physical Environment 208
Services in Action 4.3: Club Med 210
The Chapter 4 Readings 211
Article 4.1: Service Positioning through Structural Change G. Lynn Shostack 213
Article 4.2: Store Atmosphere: An Environmental Psychology Approach Robert]. Donovan and
John R. Rossiter 227
Article 4.3: Prescription for the Waiting in Line Blues: Entertain, Enlighten, and Engage
Karen L. Katz, Blaire M. Larson, and Richard C. Larson 244
Chapter 5 Designing the Service Product II: The People 259
The Importance of Contact Personnel 260
The Boundary Spanning Role 261
Marketing Implications of People as the Product 265
Services in Action 5.1: Delta Airlines 267
Internal Marketing 268
Services in Action 5.2: Dun Bradstreet 269
The Chapter 5 Readings 270
Summary: People as the Product 271
Article 5.1: The Service Organization: Climate Is Crucial Benjamin Schneider 273
Article 5.2: Between Service and Servility: Role Conflict in Subordinate Service Roles
Boas Shamir 286
Article 5.3: New Services Design, Development and Implementation and the Employee
Benjamin Schneider and David E. Bowen 297
Article 5.4: The Employee as Customer Leonard L. Berry 309
Contents xiii
Article 5.5: The Service Encounter: Diagnosing Favorable and Unfavorable Incidents
Mary Jo Bitner, Bernard H. Booms, and Mary Stanfield Tetreault 317
Chapter 6 Service Pricing Policy 335
Value Orientation 336
Price and Demand—The Elasticity Perspective 337
Price and Demand—Search Theory Perspective 338
Price Discrimination 339
Services in Action 6.1: Sealink Cross Channel Ferries 340
Services in Action 6.2: The Parker House 342
Prices and Costs 343
Time Dependent Capacity and Its Impact on Pricing 345
Multiple Services and Price Bundling 346
The Chapter 6 Readings 349
Article 6.1: The Price Bundling of Services: A Normative Framework Joseph P. Guiltinan 351
Chapter 7 Communications Strategy 369
Setting Communications Strategy 370
Defining Communications Objectives 371
Services in Action 7.1: Nasdaq International 372
Services in Action 7.2: Wendy s Hamburgers 375
Dividing the Communications Objectives and Target Audiences 377
The Chapter 7 Readings 379
Article 7.1: Guidelines for the Advertising of Services William R. George and Leonard L. Berry 381
Chapter 8 Profit Growth Strategies for Service Firms 387
Growth Model: A Basic Formula 388
The Problems of Profit Growth 389
Services in Action 8.1: Victoria Station 391
Services in Action 8.2: American Express 393
Internationalization 395
Franchising and the Multisite Strategy 395
Marketing Channels of Distribution for Service 396
The Chapter 8 Readings 397
Article 8.1: Strategic Management of Service Development Eric Langeard and Pierre Eighcr 399
Article 8.2: Growth Strategies for Service Firms James M. Carman and Eric Langeard 408
Article 8.3: Franchise Prototypes Kevin Earrell 422
Article 8.4: A Guide for New Distribution Channel Strategies for Service Firms
Donald H. Light 427
Part HI Marketing Implementation 439
Chapter 9 Marketing within the Service Organization: Organizing, Planning, and
Implementing the Marketing Effort 441
Marketing Effectiveness and Operations Efficiency 442
The Trade offs between Marketing Effectiveness and Operations Efficiency 443
Services in Action 9.1: La Quinta Motor Inns 447
xiv Contents
A Contingency Model of Marketing Organization in Service Firms 448
Services in Action 9.2: Dunfey Hotels 450
The Marketing Department as a Change Agent 454
The Chapter 9 Readings 455
Article 9.1: Designing a Long Range Marketing Strategy for Services Christian Gronroos 458
Article 9.2: Innovative Marketing Strategies and Organization Structures for Service Firms
Christian Gronroos 468
Article 9.3: The Structure of Service Firms and Their Marketing Policies K.J. Blois 483
Chapter 10 Service Quality 493
Introduction to Service Quality 494
Diagnosing Service Quality Failures 495
Services in Action 10.1: Montgomery County, Ohio 496
Setting and Improving Service Standards 502
Services in Action 10.2: Hampton Inns 504
Unconditional Service Guarantees 505
The Chapter 10 Readings 505
Article 10.1: A Conceptual Model of Service Quality and Its Implications for Future Research
A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry 507
Article 10.2: Communication and Control Processes in the Delivery of Service Quality
Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman 521
Article 10.3: A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes
Ruth N. Bolton and James H. Drew 539
Article 10.4: Zero Defections: Quality Comes to Services Frederick F. Reichheld and
W.EarlSasserJr. 551
Article 10.5: The Power of Unconditional Service Guarantees Christopher W. L. Hart 560
Index 571
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Bateson, John E. G. Verfasser (DE-588)121975258 aut Managing services marketing text and readings John E. G. Bateson 2. ed. Fort Worth u.a. Dryden Press 1992 XIV, 594 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Dienstensector gtt Marketing gtt Service industries Marketing Management Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003392076&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Bateson, John E. G. Managing services marketing text and readings Dienstensector gtt Marketing gtt Service industries Marketing Management Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
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| title | Managing services marketing text and readings |
| title_auth | Managing services marketing text and readings |
| title_exact_search | Managing services marketing text and readings |
| title_full | Managing services marketing text and readings John E. G. Bateson |
| title_fullStr | Managing services marketing text and readings John E. G. Bateson |
| title_full_unstemmed | Managing services marketing text and readings John E. G. Bateson |
| title_short | Managing services marketing |
| title_sort | managing services marketing text and readings |
| title_sub | text and readings |
| topic | Dienstensector gtt Marketing gtt Service industries Marketing Management Dienstleistung (DE-588)4012178-1 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Dienstensector Marketing Service industries Marketing Management Dienstleistung Management Einführung |
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