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Preface | |
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What is Marketing? | |
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Introduction | |
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The Emergence of Marketing Supremacy | |
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Production Orientation | |
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Sales Orientation | |
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Marketing Orientation | |
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Key Marketing Concepts | |
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The Marketing Mix | |
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The Marketing Environment | |
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Distinctive Characteristics of Not-for-Profit Marketing | |
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Toward Societal Marketing? | |
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Further Refinements in Marketing Thought | |
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Internal Marketing | |
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Network Marketing | |
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Relationship Marketing | |
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What Are Services? | |
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Introduction | |
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Distinguishing Features of a Service | |
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Intangibility | |
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Inseparability | |
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Variability | |
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Perishability | |
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Ownership | |
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Analysis of the Service Offer | |
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Goods As "Self Services" | |
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Classification of Services | |
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Marketable vs. Unmarketable Services | |
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Producer vs. Consumer Services | |
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Status of the Service in the Product Offering | |
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Tangible vs. Intangible Services | |
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Extent of Customer Involvement | |
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Degree of Variability | |
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Pattern of Service Delivery | |
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Pattern of Demand | |
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People-Based vs. Equipment-Based Services | |
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Significance of the Service to the Purchaser | |
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Further Differences between Goods and Services Marketing | |
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Differences Relating to Services Producers | |
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Differences Relating to the Marketing Environment | |
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The Emergence of the Service Economy | |
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The Problem of Measuring Services Activity | |
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Key Trends in the U.S. Economy | |
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International Comparisons | |
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The Service Sector As a Vehicle for Economic Growth | |
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The Service Product | |
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Introduction | |
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The Service Offer | |
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Analysis of the Service Offer | |
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The Core Service Level | |
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The Secondary Service Level | |
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Features | |
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Styling | |
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Packaging | |
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Branding | |
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Physical Evidence | |
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Service Delivery | |
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Process | |
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People | |
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Quality | |
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Customer Perception of Service Attributes | |
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Service Product Strategies | |
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Developing the Product Mix | |
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Product/Service Life Cycle Concept | |
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Difficulties in Applying the Life Cycle Concept | |
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New Service Development | |
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What Is Meant by a "New Service"? | |
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New Service Development Processes | |
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Service Deletion | |
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Managing the Service Encounter | |
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Introduction | |
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The Service Encounter | |
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Critical Incidents | |
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Blueprinting | |
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Role Playing | |
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The Customer-Producer Boundary | |
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The Role of Third-Party Producers in the Service Encounter | |
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Service Recovery | |
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The Role of Other Customers in the Service Encounter | |
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Industrializing the Service Encounter | |
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The Management of Customer Demand | |
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Managing Irregular Demand | |
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Managing Service Capacity | |
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Managing the Pattern of Customer Demand | |
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Waiting and Reservation Systems | |
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Buyer Behavior and Relationships with Customers | |
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Introduction | |
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Researching Buyer Behavior | |
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Researching the Decision Making Unit (DMU) | |
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Researching the Choice Set | |
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Models of Buyer Behavior | |
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Consumer and Organizational Buyer Behavior Compared | |
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Developing Relationships with Customers | |
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Strategies Used by Services Organizations to Develop Relationships with Customers | |
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Service Quality | |
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Introduction | |
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Defining Service Quality | |
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Researching Service Quality | |
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Regular Customer Surveys | |
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Customer Panels | |
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Transaction Analysis | |
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Perception Surveys | |
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Mystery Shoppers | |
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Analysis of Complaints | |
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Employee Research | |
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Similar Industry Studies | |
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Intermediary Research | |
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Comprehensive Expectation and Perception Studies | |
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Criticisms of SERVQUAL | |
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Setting Quality Standards | |
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Managing the Marketing Mix for Quality | |
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Organizing and Implementing Service Quality | |
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Total Quality Management | |
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Quality Circles | |
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Reducing Dependency on Human Resources | |
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Marketing and Human Resource Management | |
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Introduction | |
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The Importance of Personnel to the Service Offering | |
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What is Meant by Human Resource Management? | |
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Soft and Hard HRM Compared | |
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HRM and Its Relationship to Marketing | |
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Motivation, Consent, and Involvement | |
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Motivation | |
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Consent | |
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Moral Involvement | |
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The Flexible Firm | |
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Managing the Employment Relationship | |
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Recruitment | |
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Selection | |
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Training and Development | |
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Career Development | |
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Rewarding Staff | |
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Monitoring and Controlling Staff | |
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Industrial Relations | |
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Collective Bargaining | |
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Employee Relations | |
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Strategies to Increase Employee Participation | |
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Internal Marketing | |
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Reducing Dependency on Human Resources | |
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Making Services Accessible | |
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Introduction | |
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Service Location Decisions | |
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Flexibility in Production | |
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Flexibility in Consumption | |
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Service Location Models | |
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Reducing Locational Dependency | |
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The Role of Intermediaries in Distributing Services | |
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"Push" and "Pull" Relationships with Intermediaries | |
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Service Characteristics As an Influence on Channel Design | |
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Developing a Strategy for Intermediaries | |
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Direct Sale | |
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Selection of Intermediaries | |
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Service Agents | |
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Retail Outlets | |
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Service Wholesalers | |
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Franchised Service Distribution | |
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The Nature of a Franchise Agreement | |
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Franchise Development | |
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Franchising within the Not-for-Profit Sector | |
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Accessibility through Co-production | |
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Developments to Increase Accessibility | |
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Making the Tangible Components of the Service Offer Available to Consumers | |
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Physical Distribution Management | |
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Pricing of Services | |
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Introduction | |
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Organizational Influences on Pricing Decisions | |
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Profit Maximization | |
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Market Share Maximization | |
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Survival | |
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Social Objectives | |
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Factors Influencing Pricing Decisions | |
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"Cost Plus" Pricing | |
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The Problem of Cost Allocation | |
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Marginal Cost Pricing | |
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Demand-Based Pricing | |
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Competitor-Based Pricing | |
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Distortions to Market-Led Pricing Decisions | |
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Pricing in Noncompetitive Markets | |
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Regulation as a Factor Influencing Pricing Decisions | |
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Pricing Strategy | |
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New Service Pricing Strategy | |
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Price Skimming Strategy | |
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Saturation Pricing Strategy | |
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Evaluating Strategic Pricing Options | |
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Price Leader or Follower? | |
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Service Mix Pricing | |
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Price Bundling | |
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Tactical Pricing | |
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Particular Problems in Pricing Not-for-Profit Services | |
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Internal Market Pricing | |
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Promoting Services | |
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Introduction | |
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The Communication Process | |
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To Whom Is the Message Addressed? | |
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Audience Response | |
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Communication Source | |
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The Message | |
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Noise | |
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Psychological and Sociological Factors Influencing Message Reception | |
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Developing the Promotional Mix | |
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The Producer-Customer Interface of the Services Promotion Mix | |
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The Promotional Role of Employees | |
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The Promotional Role of Service Outlets | |
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Advertising and the Media | |
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Media Characteristics | |
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Media Selection Criteria | |
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Determining the Advertising Budget | |
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Developing the Advertising Campaign | |
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Sales Promotion | |
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The Role of Sales Promotion | |
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Sales Promotion Planning | |
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Sales Promotion Tools | |
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Personal Selling | |
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The Salesperson's Activities | |
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The Sales Presentation | |
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Direct Marketing | |
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Telemarketing | |
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Direct Mail | |
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Public Relations | |
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The Publics of Public Relations | |
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The Tools of Public Relations | |
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Sponsorship | |
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Managing Marketing Information | |
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The Importance of Marketing Information | |
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Marketing Information Systems | |
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The Situation Analysis | |
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Forward Planning with Marketing Research | |
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Major Uses of Research in Services Marketing | |
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Major Services Research Activities | |
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Setting Services Research Objectives | |
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The Marketing Research Industry and Its Processes | |
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Sources of Information | |
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Research Methods | |
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Data Collection | |
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Effects on Research Methods of Service Inseparability | |
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Market Segmentation and Marketing Research | |
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Information and Control Systems | |
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Setting Targets | |
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Measuring Performance | |
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Using Information for Control | |
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Marking it Happen: Managing Services Marketing | |
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Strategic Marketing Planning | |
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Strategic, Tactical, and Contingency Planning | |
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Giving Direction to the Marketing Effort | |
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Defining the Corporate Mission | |
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Setting Objectives | |
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Strategy Formulation | |
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Strategies for Competitive Advantage | |
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Growth Strategies | |
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Portfolio Planning | |
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Positioning Strategy | |
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Repositioning | |
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Marketing Management Frameworks | |
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The Internal Organization of a Marketing Department | |
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Functional Organization | |
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Geographical Organization | |
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Product Management Organization | |
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Market Management Organization | |
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Matrix Organization | |
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The Relationship between Marketing and Other Organizational Functions | |
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Improving Organizational Effectiveness for Marketing | |
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Marketing Management within the Not-for-Profit Sector | |
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International Marketing of Services | |
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Introduction | |
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The Importance of International Trade in Services | |
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Defining International Trade in Services | |
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Reasons for Occurrence of International Trade in Services | |
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Analyzing Opportunities for Overseas Development of Services | |
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The Overseas Marketing Environment | |
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The Political Environment | |
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The Economic Environment | |
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The Social and Cultural Environments | |
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The Demographic Environment | |
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The Technological Environment | |
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Sources of Information on Overseas Markets | |
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International Services Marketing Management | |
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Refining the Marketing Mix for Overseas Markets | |
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Product and Promotion Decisions | |
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Pricing Decisions | |
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Accessibility Decisions | |
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People Decisions | |
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Market Entry Strategies | |
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Direct Investment in Overseas Subsidiary | |
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Management Contracting | |
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Licensing / Franchising | |
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Joint Ventures | |
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Glossary | |
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Index | |