Principles of services marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
McGraw-Hill
2008
|
| Edition: | 5. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 606 S. Ill., graph. Darst. |
| ISBN: | 9780077116279 0077116275 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804137651816628224 |
|---|---|
| adam_text | Brief Table of Contents
Preface
Guided tour
Technology to enhance learning and teaching
Acknowledgements
PART 1 - Service contexts
1 What is Services marketing?
2 Growth and development of Service brands
PART 2 - Defining the Service
3 The Service encounter
4 Service productivity and the internet
5 Making Services accessible to consumers
PART 3 - Understanding consumers and developing new Services
6 Understanding Services buyer behaviour
7 Relationships, partnerships and networks
8 Innovation and new Service development
x
xii
xiv
xvii
3
53
89
133
160
203
237
285
PART 4 - Refining the marketing strategy
9 Service quality
10 The marketing impacts of Services employees
11 The pricing of Services
12 Managing demand and capacity
13 Managing Communications
PART 5 - Going global
14 International Services marketing
15 Case study
Index of companies and brands
Index of authors cited
Index of subjects
319
373
419
459
482
539
577
585
588
593
Detailed Table of Contents
Preface x
Guided tour xii
Technology to enhance learning and
teaching xiv
Acknowledgements xvii
PART 1 : Service contexls
1 What is Services marketing? 3
Introduction 3
The growth of service-based
economies 5
Distinguishing features of Services 9
Intangibility 10
Inseparability 12
Variability 14
Perishability 76
Ownership 17
Classification of Services 17
Marketable vs unmarketable Services 18
Business-to-business vs consumer
Services 19
The Status of the service in the total
produet offer 20
Extent of customer involvement 20
The pattern of service delivery 21
People-based vs equipment-based
Services 23
Process vs outcome-based Services 23
High-knowledge vs Iow-knowledge
Services 23
The significance of the service to the
purchaser 24
Multiple classification 24
The service offer 26
Analysis of the service offer 27
The core service level 28
The secondary service level 28
So, is goods marketing different to
Services marketing? 30
Defining marketing in a Services context 34
Distinctive characteristics of public
and not-for-profit sector marketing 36
An extended marketing mix for Services 38
Services and the natural environment 42
Case study: Old MacDonald had a
farm - and a service business too? 45
2 Growth and the development of service
brands 53
Introduction 53
Services marketing and SMEs 55
Marketing advantages of small Services
businesses 56
Motivators for growth 58
Management challenges for the
growing service business 60
Organizational life cycles 62
Growth strategies 64
The development of service brands 66
Services branding strategy 68
Brand name strategy 72
Delivering a consistent brand 73
Positioning the brand 75
Case study: How far can the Tesco
brand be stretched? 78
PART 2: Definini!
3 The service encounter 89
Introduction 89
The service encounter 90
Designing the customer into the service 92
The role of other customers in the
service encounter 93
The role of third-party producers in the
service encounter 95
Conceptual frameworks for analysing
the service encounter 97
Blueprinting 97
Dramaturgical approaches 99
Servicescapes 101
Servuction 103
Customer experience 105
Health, safety and security of the
service encounter 110
Service failure and recovery 115
Critical ineidents 7/6
Identifying service failures and the
development of recovery strategies 718
Case study: Creating a drama at TGI
Friday s 123
4 Service produetivity and the internet 133
Introduction 133
Defining and measuring Service
productivity 134
Industrializing the Service encounter 135
Managing the consumer-producer
boundary 136
Impacts of the internet on Services
marketing 138
Computer-mediated Service encounters 141
The internet Service delivery
environment 144
Flow 145
Encouraging take-up of internet-based
Services 147
Defending the integrity of the internet
environment 149
Case study: Health Services go online
in an increasingly competitive
environment 152
5 Making Services accessible to
consumers 760
Introduction 160
When should the Service be made
accessible? 161
To whom should the service be made
accessible? 163
Where should the service be made
accessible? 766
Flexibility in production 766
Flexibility in consumption 768
A typology of service location
influences 770
Service location modeis 770
Reducing locational dependency by
overcoming problems of inseparability 776
How should access be provided? - the
use of intermediaries 777
Push and pull relationships with
intermediaries 779
Service characteristics as an influence
on the role of intermediaries 780
Direct sale 787
The internet and disintermediation 782
Selection of intermediaries 183
Franchised service distribution 785
The nature of a franchise agreement 787
Public-sector franchising 788
Accessibility through co-production 797
Making the tangible components of the
service offer available to consumers 797
Physical distribution management 792
Case study: Domino s cooks up
millionaire franchisees 795
PART 3: Understanding consumers and
developing new Services
6 Understanding Services buyer
behaviour 203
Introduction 203
Services buying behaviour 204
The buying process 206
Need recognition 206
Information search 209
Evaluation and decision 270
Post-consumption evaluation 213
The decision-making unit 274
Models of buyer behaviour 279
Personal and organizational buyer
behaviour compared 222
Learning about buyer behaviour 223
Market segmentation and buyer
behaviour 227
Bases for market segmentation 229
Case study: Coffee to go is no go for
Israeli consumers 231
7 Relationships, partnerships and networks 237
Introduction 237
Network perspectives of marketing 238
Theories underpinning networks and
relationships 245
Relationship marketing and consumer
Services 250
Reasons for the development of
relationship marketing 252
Methods of developing buyer-seller
relationships 256
Customer loyalty 260
Loyalty programmes and profitability 267
Challenges to customer loyalty 263
Relationship breakdown 265
Managing customer information 266
Data collection and management 267
Customer analysis and profiling 269
Computer-aided sales support 270
Customer Information and Service (CIS) 271
Challenges for customer relationship
management 272
From customer relationship management
to customer experience management 274
Case study: Is there credit in a
relationship? 275
8 Innovation and new service
development 285
Introduction 285
The service life-cycle concept 287
Refining the Service portfolio 289
New service development 290
What is meant by a new service ? 291
The new service development
processes 293
Demand forecasting 297
Trend extrapolation 301
Expert opinion 302
Scenario building 302
Marketing intelligence 304
Competitor analysis 305
Service deletion 306
Case study: Will 3G phone Company
learn from a rabbit? 307
PART 4: Refining the marketing strategy 11
9 Service quality 319
Introduction 319
Defining service quality 320
Quality and satisfaction 322
The service-profit chain 324
Frameworks for understanding and
measuring service quality 326
Performance only measures 326
Disconfirmation approaches 327
Importance - Performance analysis 333
Composite modeis of satisfaction 334
From service quality to experience? 336
Setting quality Standards 338
Benchmarking studies 342
Researching service quality 344
Regulär questionnaire surveys 345
Qualitative research techniques 347
Customer panels 348
Transaction analysis 348
Mystery customers 348
Analysis of complaints 350
Employee research 351
Intermediary research 352
Management by walking about 352
Managing and monitoring Service
Performance 354
Creating a service quality culture 357
Managing the extended marketing mix
for quality 358
Case study: The potential power of the
service guarantee 360
10 The marketing impacts of Services
employees 373
Introduction 373
Internal marketing 376
Employees as internal customers 378
Controlling and empowering staff 380
Creating engagement by employees 384
Consent 384
Moral involvement 387
Motivation 387
Participation 387
Communication 387
Strategies to increase employee
engagement 388
Leadership 390
Recruiting, training and rewarding
employees 392
Recruitment and selection 392
Training and development 394
Career development 396
Rewarding staff 397
Industrial relations 400
Organising the marketing function 401
The relationship between marketing
and other organizational functions 407
Reducing dependency on human
resources 470
Case study: A 24/7 society may be
good for customers, but can employees
cope with the stress? 411
11 The pricing of Services 419
Introduction 419
Organizational influences on pricing
decisions 420
Factors influencing pricing decisions 422
Costs as a basis for pricing 422
Cost structures 424
Marginal cost pricing 426
Demand-based pricing 427
Price discrimination between different
groups of users 427
Price discrimination between different
points of consumption 429
Price discrimination by time of
production 430
Auctions and one-to-one pricing 432
Customer lifetime pricing 433
Competitor-based pricing 434
Coing-rate pricing 435
Sealed-bid pricing 435
Distortions to market-led pricing
decisions 436
Direct government controls to regulate
monopoly power 437
Government controls on price
representations 439
Pricing strategy 439
New-service pricing strategy 439
Price-skimming strategy 440
Saturation pricing strategy 441
Evaluating Strategie pricing options 443
Price leader or follower? 443
Service portfolio pricing 444
Price bundling 444
Tactical pricing 446
Pricing strategies for not-for-profit Services 449
Internal market pricing 453
Case study: Rail sector pricing adapts
to changing marketing environments 454
12 Managing demand and capacity 459
Introduction 459
Causes and consequences of
fluetuating demand 460
Managing the pattern of customer
demand 462
Managing service capacity 464
Flexible employees 466
Queuing and reservation Systems 469
Yield management 471
Limitations of yield management
practices 475
Yield management or uniform pricing? 476
Case study: Cultural change needed to
manage hotel yields more effectively 476
13 Managing Communications 482
Introduction 482
The message 485
Communicating the corporate brand 485
Communicating service features and
benefits 489
Message purpose and response 491
Message source 493
Communication in a crisis 494
Channels of communication 496
The extended Services promotion mix 498
The promotional role of employees 498
The promotional role of service outlets 499
Advertising and the media 500
Media characteristics 507
Media selection criteria 502
Sales promotion 505
Sales promotion planning 506
Personal selling 508
The salesperson s activities 508
Direct marketing 511
Telemarketing 512
Direct mail 514
Public relations 514
The publics of public relations 515
The tools of public relations 516
Press relations 517
Sponsorship 519
Online marketing 519
Objectives and development of online
media 520
Limitations of online media 522
Word of mouth 524
Developing a promotional campaign 526
Determining the promotion budget 528
Case study: Promoting an ethical bank 529
PART 5: Going global
14 International Services marketing 539
Introduction 539
The importance of international trade
in Services 541
Defining international trade in Services 547
Reasons for international trade in
Services oecurring 543
Analysing opportunities for overseas
development of Services 546
The foreign marketing environment 546
The political environment 546
The economic environment 549
The social and cultural environments 552
The demographic environment 553
The technological environment 555
Sources of information on foreign markets 555
International Services marketing
management 557
Refining the marketing programme for
foreign markets 558
Product and promotion decisions 559
Pricing decisions 567
Accessibility decisions 562
People decisions 563
Market-entry strategies 564
Direct investment in foreign subsidiary 565
Management contracting 566
Licensing/franchising 566
Joint ventures 567
Global e-commerce 570
Case study: Indian call centres create
new international trade 570
15 Case study 577
CD marketing Services 577
Index of companies and brands 585
Index of authors cited 588
Index of subjeets 593
|
| adam_txt |
Brief Table of Contents
Preface
Guided tour
Technology to enhance learning and teaching
Acknowledgements
PART 1 - Service contexts
1 What is Services marketing?
2 Growth and development of Service brands
PART 2 - Defining the Service
3 The Service encounter
4 Service productivity and the internet
5 Making Services accessible to consumers
PART 3 - Understanding consumers and developing new Services
6 Understanding Services buyer behaviour
7 Relationships, partnerships and networks
8 Innovation and new Service development
x
xii
xiv
xvii
3
53
89
133
160
203
237
285
PART 4 - Refining the marketing strategy
9 Service quality
10 The marketing impacts of Services employees
11 The pricing of Services
12 Managing demand and capacity
13 Managing Communications
PART 5 - Going global
14 International Services marketing
15 Case study
Index of companies and brands
Index of authors cited
Index of subjects
319
373
419
459
482
539
577
585
588
593
Detailed Table of Contents
Preface x
Guided tour xii
Technology to enhance learning and
teaching xiv
Acknowledgements xvii
PART 1 : Service contexls
1 What is Services marketing? 3
Introduction 3
The growth of service-based
economies 5
Distinguishing features of Services 9
Intangibility 10
Inseparability 12
Variability 14
Perishability 76
Ownership 17
Classification of Services 17
Marketable vs unmarketable Services 18
Business-to-business vs consumer
Services 19
The Status of the service in the total
produet offer 20
Extent of customer involvement 20
The pattern of service delivery 21
People-based vs equipment-based
Services 23
Process vs outcome-based Services 23
High-knowledge vs Iow-knowledge
Services 23
The significance of the service to the
purchaser 24
Multiple classification 24
The service offer 26
Analysis of the service offer 27
The core service level 28
The secondary service level 28
So, is goods marketing different to
Services marketing? 30
Defining marketing in a Services context 34
Distinctive characteristics of public
and not-for-profit sector marketing 36
An extended marketing mix for Services 38
Services and the natural environment 42
Case study: Old MacDonald had a
farm - and a service business too? 45
2 Growth and the development of service
brands 53
Introduction 53
Services marketing and SMEs 55
Marketing advantages of small Services
businesses 56
Motivators for growth 58
Management challenges for the
growing service business 60
Organizational life cycles 62
Growth strategies 64
The development of service brands 66
Services branding strategy 68
Brand name strategy 72
Delivering a consistent brand 73
Positioning the brand 75
Case study: How far can the Tesco
brand be stretched? 78
PART 2: Definini!
3 The service encounter 89
Introduction 89
The service encounter 90
Designing the customer into the service 92
The role of other customers in the
service encounter 93
The role of third-party producers in the
service encounter 95
Conceptual frameworks for analysing
the service encounter 97
Blueprinting 97
Dramaturgical approaches 99
Servicescapes 101
Servuction 103
Customer experience 105
Health, safety and security of the
service encounter 110
Service failure and recovery 115
Critical ineidents 7/6
Identifying service failures and the
development of recovery strategies 718
Case study: Creating a drama at TGI
Friday's 123
4 Service produetivity and the internet 133
Introduction 133
Defining and measuring Service
productivity 134
Industrializing the Service encounter 135
Managing the consumer-producer
boundary 136
Impacts of the internet on Services
marketing 138
Computer-mediated Service encounters 141
The internet Service delivery
environment 144
Flow 145
Encouraging take-up of internet-based
Services 147
Defending the integrity of the internet
environment 149
Case study: Health Services go online
in an increasingly competitive
environment 152
5 Making Services accessible to
consumers 760
Introduction 160
When should the Service be made
accessible? 161
To whom should the service be made
accessible? 163
Where should the service be made
accessible? 766
Flexibility in production 766
Flexibility in consumption 768
A typology of service location
influences 770
Service location modeis 770
Reducing locational dependency by
overcoming problems of inseparability 776
How should access be provided? - the
use of intermediaries 777
Push and pull relationships with
intermediaries 779
Service characteristics as an influence
on the role of intermediaries 780
Direct sale 787
The internet and 'disintermediation' 782
Selection of intermediaries 183
Franchised service distribution 785
The nature of a franchise agreement 787
Public-sector franchising 788
Accessibility through co-production 797
Making the tangible components of the
service offer available to consumers 797
Physical distribution management 792
Case study: Domino's cooks up
millionaire franchisees 795
PART 3: Understanding consumers and
developing new Services
6 Understanding Services buyer
behaviour 203
Introduction 203
Services buying behaviour 204
The buying process 206
Need recognition 206
Information search 209
Evaluation and decision 270
Post-consumption evaluation 213
The decision-making unit 274
Models of buyer behaviour 279
Personal and organizational buyer
behaviour compared 222
Learning about buyer behaviour 223
Market segmentation and buyer
behaviour 227
Bases for market segmentation 229
Case study: Coffee to go is no go for
Israeli consumers 231
7 Relationships, partnerships and networks 237
Introduction 237
Network perspectives of marketing 238
Theories underpinning networks and
relationships 245
Relationship marketing and consumer
Services 250
Reasons for the development of
relationship marketing 252
Methods of developing buyer-seller
relationships 256
Customer loyalty 260
Loyalty programmes and profitability 267
Challenges to customer loyalty 263
Relationship breakdown 265
Managing customer information 266
Data collection and management 267
Customer analysis and profiling 269
Computer-aided sales support 270
Customer Information and Service (CIS) 271
Challenges for customer relationship
management 272
From customer relationship management
to customer experience management 274
Case study: Is there credit in a
relationship? 275
8 Innovation and new service
development 285
Introduction 285
The service life-cycle concept 287
Refining the Service portfolio 289
New service development 290
What is meant by a 'new service'? 291
The new service development
processes 293
Demand forecasting 297
Trend extrapolation 301
Expert opinion 302
Scenario building 302
Marketing intelligence 304
Competitor analysis 305
Service deletion 306
Case study: Will 3G phone Company
learn from a rabbit? 307
PART 4: Refining the marketing strategy 11
9 Service quality 319
Introduction 319
Defining service quality 320
Quality and satisfaction 322
The service-profit chain 324
Frameworks for understanding and
measuring service quality 326
Performance only measures 326
Disconfirmation approaches 327
Importance - Performance analysis 333
Composite modeis of satisfaction 334
From service quality to experience? 336
Setting quality Standards 338
Benchmarking studies 342
Researching service quality 344
Regulär questionnaire surveys 345
Qualitative research techniques 347
Customer panels 348
Transaction analysis 348
Mystery customers 348
Analysis of complaints 350
Employee research 351
Intermediary research 352
Management by walking about 352
Managing and monitoring Service
Performance 354
Creating a service quality culture 357
Managing the extended marketing mix
for quality 358
Case study: 'The potential power of the
service guarantee' 360
10 The marketing impacts of Services
employees 373
Introduction 373
Internal marketing 376
Employees as internal customers 378
Controlling and empowering staff 380
Creating engagement by employees 384
Consent 384
Moral involvement 387
Motivation 387
Participation 387
Communication 387
Strategies to increase employee
engagement 388
Leadership 390
Recruiting, training and rewarding
employees 392
Recruitment and selection 392
Training and development 394
Career development 396
Rewarding staff 397
Industrial relations 400
Organising the marketing function 401
The relationship between marketing
and other organizational functions 407
Reducing dependency on human
resources 470
Case study: A 24/7 society may be
good for customers, but can employees
cope with the stress? 411
11 The pricing of Services 419
Introduction 419
Organizational influences on pricing
decisions 420
Factors influencing pricing decisions 422
Costs as a basis for pricing 422
Cost structures 424
Marginal cost pricing 426
Demand-based pricing 427
Price discrimination between different
groups of users 427
Price discrimination between different
points of consumption 429
Price discrimination by time of
production 430
Auctions and one-to-one pricing 432
Customer lifetime pricing 433
Competitor-based pricing 434
Coing-rate pricing 435
Sealed-bid pricing 435
Distortions to market-led pricing
decisions 436
Direct government controls to regulate
monopoly power 437
Government controls on price
representations 439
Pricing strategy 439
New-service pricing strategy 439
Price-skimming strategy 440
Saturation pricing strategy 441
Evaluating Strategie pricing options 443
Price leader or follower? 443
Service portfolio pricing 444
Price bundling 444
Tactical pricing 446
Pricing strategies for not-for-profit Services 449
Internal market pricing 453
Case study: Rail sector pricing adapts
to changing marketing environments 454
12 Managing demand and capacity 459
Introduction 459
Causes and consequences of
fluetuating demand 460
Managing the pattern of customer
demand 462
Managing service capacity 464
Flexible employees 466
Queuing and reservation Systems 469
Yield management 471
Limitations of yield management
practices 475
Yield management or uniform pricing? 476
Case study: Cultural change needed to
manage hotel yields more effectively 476
13 Managing Communications 482
Introduction 482
The message 485
Communicating the corporate brand 485
Communicating service features and
benefits 489
Message purpose and response 491
Message source 493
Communication in a crisis 494
Channels of communication 496
The extended Services promotion mix 498
The promotional role of employees 498
The promotional role of service outlets 499
Advertising and the media 500
Media characteristics 507
Media selection criteria 502
Sales promotion 505
Sales promotion planning 506
Personal selling 508
The salesperson's activities 508
Direct marketing 511
Telemarketing 512
Direct mail 514
Public relations 514
The publics of public relations 515
The tools of public relations 516
Press relations 517
Sponsorship 519
Online marketing 519
Objectives and development of online
media 520
Limitations of online media 522
Word of mouth 524
Developing a promotional campaign 526
Determining the promotion budget 528
Case study: Promoting an 'ethical bank' 529
PART 5: Going global
14 International Services marketing 539
Introduction 539
The importance of international trade
in Services 541
Defining international trade in Services 547
Reasons for international trade in
Services oecurring 543
Analysing opportunities for overseas
development of Services 546
The foreign marketing environment 546
The political environment 546
The economic environment 549
The social and cultural environments 552
The demographic environment 553
The technological environment 555
Sources of information on foreign markets 555
International Services marketing
management 557
Refining the marketing programme for
foreign markets 558
Product and promotion decisions 559
Pricing decisions 567
Accessibility decisions 562
People decisions 563
Market-entry strategies 564
Direct investment in foreign subsidiary 565
Management contracting 566
Licensing/franchising 566
Joint ventures 567
Global e-commerce 570
Case study: Indian call centres create
new international trade 570
15 Case study 577
CD marketing Services 577
Index of companies and brands 585
Index of authors cited 588
Index of subjeets 593 |
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| edition | 5. ed. |
| format | Book |
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| id | DE-604.BV023315690 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:51:58Z |
| indexdate | 2024-07-09T21:15:41Z |
| institution | BVB |
| isbn | 9780077116279 0077116275 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016499884 |
| oclc_num | 255750154 |
| open_access_boolean | |
| owner | DE-188 |
| owner_facet | DE-188 |
| physical | XVIII, 606 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Palmer, Adrian Verfasser aut Principles of services marketing Adrian Palmer 5. ed. London [u.a.] McGraw-Hill 2008 XVIII, 606 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Service industries Marketing Dienstleistungsbetrieb (DE-588)4012181-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Dienstleistung (DE-588)4012178-1 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Dienstleistungsbetrieb (DE-588)4012181-1 s Dienstleistung (DE-588)4012178-1 s Marketing (DE-588)4037589-4 s 1\p DE-604 DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016499884&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 | Palmer, Adrian Principles of services marketing Service industries Marketing Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4012181-1 (DE-588)4037589-4 (DE-588)4012178-1 (DE-588)4168907-0 |
| title | Principles of services marketing |
| title_auth | Principles of services marketing |
| title_exact_search | Principles of services marketing |
| title_exact_search_txtP | Principles of services marketing |
| title_full | Principles of services marketing Adrian Palmer |
| title_fullStr | Principles of services marketing Adrian Palmer |
| title_full_unstemmed | Principles of services marketing Adrian Palmer |
| title_short | Principles of services marketing |
| title_sort | principles of services marketing |
| topic | Service industries Marketing Dienstleistungsbetrieb (DE-588)4012181-1 gnd Marketing (DE-588)4037589-4 gnd Dienstleistung (DE-588)4012178-1 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Service industries Marketing Dienstleistungsbetrieb Marketing Dienstleistung Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016499884&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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