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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 | |