Principles of services marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2005
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| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 575 S. Ill., graph. Darst. |
| ISBN: | 0077107942 |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Principles of services marketing
Autor: Palmer, Adrian
Jahr: 2005
Principles of Services Marketing 4/e 0 ,.-
Adrian Palmer ; I
ISBN 0-07-710794-2 : V ]P^ I
Education os~2m
Published by McGraw-Hill Education
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Telephone: 44 (0) 1628 502 500
Fax: 44(0) 1628 770 224
Website: www.mcgraw-hill.co.uk
British Library Cataloguing in Publication Data
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Library of Congress Cataloguing in Publication Data
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Acquisitions Editor: Mark Kavanagh
Associate Development Editor: Rachel Crookes
Senior Marketing Manager: Marca Wbsoba
Senior Production Editor: Jennifer Harvey
Text Design by Jonathan Coleclough
Cover design by Ego Creative
Printed and bound in the UK by Bell and Bain Ltd, Glasgow
Published by McGraw-Hill Education (UK) Limited an imprint of The McGraw-Hill Companies, Inc.,
1221 Avenue of the Americas, New York, NY 10020. Copyright © 2005 by McGraw-Hill Education
(UK) Limited. All rights reserved. No part of this publication may be reproduced or distributed in any
form or by any means, or stored in a database or retrieval System, without the prior written consent of
The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic
storage or transmission, or broadcast for distance learning.
ISBN 0-07-710794-2
© 2005. Exclusive rights by The McGraw-Hill Companies, Inc. for manufacture and export. This book
cannot be re-exported from the country to which it is sold by McGraw-Hill.
e McGraw-Hill Compt
Contents
Preface page ix
Acknowledgements xi
Guided tour xü
Technology to enhance learning and teaching xi
1 What is Services marketing? 1
1.1 Introduction 2
1.2 Defining marketing in a Services context 8
1.3 Marketing in transition 15
1.4 Distinguishing features of Services 16
1.5 Analysis of the service offer 24
1.6 Services marketing and SMEs 27
1.7 Distinctive characteristics of public and not-for-profit sector marketing 28
1.8 Services marketing and ethics 30
Case study: Old MacDonald had a farm - and a Services business too?
by Paul Custance 32
2 The service offer 40
2.1 Introduction 41
2.2 The service offer 41
2.3 The core service level 44
2.4 The secondary service level 44
2.5 Customers perception of service attributes 50
2.6 Classification of Services 52
Case study: New line in marketing mobile phones byTonyConway 61
3 The service encounter 67
3.1 Introduction 68
3.2 The service encounter 68
3.3 Conceptualframeworks for analysing the service encounter 75
3.4 The role of other customers in the service encounter 83
3.5 The role of third-party producers in the service encounter 88
3.6 Service failure and recovery 89
3.7 Industrializing the service encounter 94
Case study: Creating a drama at TGI Friday s 99
4 Services buying processes 107
4.1 Introduction 108
4.2 Risk and Services buying decisions 108
CONTENTS
4.3 The buying process 110
4.4 Models of buyer behaviour 123
4.5 Personal and organizational buyer behaviour compared 129
4.6 Market segmentation and buyer behaviour 131
4.7 Business ethics and the purchasedecision 135
Case study: Coffee to go is no go for Israeli consumers by Michael Etgar 139
5 Relationship marketing and customer loyalty 146
5.1 Introduction 147
5.2 Reasonsforthedevelopment of relationship marketing 148
5.3 Theoretical paradigms underlying buyer-seller relationships 154
5.4 Methods ofdeveloping buyer-seller relationships 156
5.5 Customer loyalty 160
5.6 Is relationship marketing universally applicable within the service sector? 164
5.7 Relationship breakdown 169
5.8 The multiple relationship markets of firms 170
Case study: Is there credit in a relationship? by Steve Worthington 172
6 Managing knowledge isi
6.1 Introduction 182
6.2 Marketing information Systems 186
6.3 Managing customer information 189
6.4 Forward planning with marketing research 197
6.5 Demand forecasting 206
6.6 Information and control Systems 211
Case study: Click here for visitors to Carmarthenshire 215
7 Service positioning and targeting 223
7.1 Introduction 224
7.2 Service positioning 224
7.3 Developing the brand 231
7.4 Developing the portfolio of Services 236
7.5 Product/service life-cycle concept 238
7.6 New service development 24J
7.7 Service deletion 249
Case study: Will 3G phone Company learn from a Rabbit? 253
8 Service quality 260
8.1 Introduction 261
8.2 Defining service quality 261
8.3 The service-profit chain 265
8.4 Paradigms for understanding and measuring service quality 267
8.5 Setting quality Standards 277
8.6 Researching service quality 283
8.7 Managing the marketing mix for quality 292
vi
CONTENTS
8.8 Organizing and implementing service quality 294
Case study: To guarantee or not to guarantee? byRodMcCol! 296
9 Making Services accessible to consumers 306
9.1 Introduction 307
9.2 Service location decisions 307
9.3 The role of intermediaries in distributing Services 319
9.4 Directsale 323
9.5 Selectionof Intermediaries 326
9.6 Franchised service distribution 328
9.7 Accessibilitythroughco-production 334
9.8 Making the tangible components of the service offer available to consumers 334
Case study: Domino s cooks up millionaire franchisees 338
10 The pricing of Services 343
10.1 Introduction 344
10.2 Organizational influences on pricing decisions 344
10.3 Factors influencing pricing decisions 346
10.4 Costs as a basis for pricing 346
10.5 Demand-based pricing 351
10.6 Competitor-based pricing 360
10.7 Distortions to market-led pricing decisions 362
10.8 Pricing strategy 366
10.9 New service pricing strategy 366
10.10 Service portfolio pricing 372
10.11 Tactical pricing 374
10.12 Pricing strategies for public-sector Services 377
10.13 Internal market pricing 379
Case study: Manchester to London for £19 - or £286? 382
11 Promoting Services 386
11.1 Introduction 387
11.2 The communication process 387
11.3 Developing the promotional mix 395
11.4 The producer-customer interface of the Services promotion mix 397
11.5 Advertising and the media 400
11.6 Sales promotion 409
11.7 Personal selling 412
11.8 Direct marketing 414
11.9 Public relations 417
11.10 Sponsorship 422
11.11 Online marketing 424
11.12 Word-of-mouth 429
Case study: Co-op Bank smiles with ethical promotion 430
Vit
CONTENTS
12 The marketing impacts of Services employees 436
12.1 Introduction 437
12.2 Internal marketing 439
12.3 Controlling and empowering staff 444
12.4 Creating involvement by employees 448
12.5 Leadership 453
12.6 Recruiting, training and rewarding employees 456
12.7 Organizing the marketing department 465
12.8 The relationship between marketing and other organizational functions 469
12.9 Reducing dependency on human resources 473
Case study: Theory of business used to evaluate employees contribution at Direkt
Anlage Bank AG by Sven TuzoWc, Daniela Kudernatsch and Manfred Bruhn 475
13 Managing capacity 482
13.1 Introduction 483
13.2 The management of customer demand 483
13.3 Managing service capacity 488
13.4 Queuing and reservation Systems 492
13.5 Yield management 495
Case study: Cultural change needed to manage hotelyields more effectively
by Una McMahon-Beattie 499
14 International marketing of Services 505
14.1 Introduction 506
14.2 The importance of international trade in Services 507
14.3 Defining international trade in Services 508
14.4 Reasons for international trade in Services occurring 511
14.5 Analysing opportunities for overseas development of Services 514
14.6 The foreign marketing environment 515
14.7 Sources of information on foreign markets 522
14.8 International Services marketing management 525
14.9 Ref ining the marketing Programme for foreign markets 526
14.10 Market entry strategies 532
Case study: Call centres and data create hope for new service economy in less
developed countries 540
15 Case study: CD Marketing Services 545
Index ofcompanies and brands 553
Index of authors cited 556
Index of subjects 559
vm
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| dewey-search | 658.802 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| format | Book |
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