Principles of services marketing

목차 (Table of Contents)

• CONTENTS
• Preface = xv
• Acknowledgements = xvii
• Guided tour = xviii
• 1 What is services marketing? = 1
• 1.1 Introduction = 2
• 1.2 Defining marketing in a services context = 8
• 1.3 Marketing in transition? = 14
• 1.4 Distinguishing features of services = 15
• 1.5 Analysis of the service offer = 21
• 1.6 Services marketing and SMEs = 24
• 1.7 Distinctive characteristics of public and not-for-profit sector marketing = 25
• 1.8 Services marketing and ethics = 26
• Case study - Ford cars go in for a service = 30
• 2 The service offer = 35
• 2.1 Introduction = 36
• 2.2 The service offer = 36
• 2.3 The core service level = 39
• 2.4 The secondary service level = 39
• 2.5 Customers' perception of service attributes = 45
• 2.6 Classification of services = 47
• Case study - New line in selling mobile phones = 54
• 3 The service encounter = 59
• 3.1 Introduction = 60
• 3.2 The service encounter = 60
• 3.3 Conceptual frameworks for analysing the service encounter = 66
• 3.4 The role of other customers in the service encounter = 72
• 3.5 The role of third-party producers in the service encounter = 73
• 3.6 Service failure and recovery = 74
• 3.7 Industrializing the service encounter = 78
• Case study - Walt Disney makes everyone a star = 82
• 4 Services buying processes = 87
• 4.1 Risk and services buying decisions = 89
• 4.2 The buying process = 90
• 4.3 Models of buyer behaviour = 97
• 4.4 Personal and organizational buyer behaviour compared = 102
• 4.5 Market segmentation and buyer behaviour = 103
• 4.6 Business ethics and the purchase decision = 106
• Case study - Supermarkets get ready for a new generation of YABs = 108
• 5 Relationship marketing and customer loyalty = 113
• 5.1 Defining relationship marketing = 114
• 5.2 Reasons for the development of relationship marketing = 115
• 5.3 Theoretical paradigms underlying buyer-seller relationships = 120
• 5.4 Methods of developing buyer-seller relationships = 121
• 5.5 Customer loyalty = 125
• 5.6 Is relationship marketing universally applicable within the services sector? = 130
• 5.7 Relationship breakdown = 135
• 5.8 The multiple relationship markets of firms = 136
• Case study - Are relationships a help or hindrance for Marks and Spencer? = 137
• 6 Managing knowledge = 143
• 6.1 What is meant by the knowledge-based organization? = 144
• 6.2 Marketing information systems = 147
• 6.3 Managing customer information = 150
• 6.4 Forward planning with marketing research = 153
• 6.5 Demand forecasting = 163
• 6.6 Information and control systems = 165
• Case study - Information dries up in the knowledge society = 170
• 7 Service positioning and targeting = 175
• 7.1 Service positioning = 177
• 7.2 Developing the brand = 184
• 7.3 Developing the portfolio of services = 188
• 7.4 Product／service life-cycle concept = 190
• 7.5 New service development = 192
• 7.6 Service deletion = 197
• Case study - Cordless phone service launch ends in a tangle = 201
• 8 Service quality = 207
• 8.1 Defining service quality = 208
• 8.2 The service-profit chain = 210
• 8.3 Researching service quality = 213
• 8.4 Comprehensive expectation and perception studies = 221
• 8.5 Setting quality standards = 229
• 8.6 Managing the marketing mix for quality = 230
• 8.7 Organizing and implementing service quality = 233
• Case study - College sets standards for quality = 236
• 9 Making services accessible to consumers = 243
• 9.1 Introduction = 244
• 9.2 Service location decisions = 244
• 9.3 The role of intermediaries in distributing services = 255
• 9.4 Direct sale = 258
• 9.5 Selection of intermediaries = 262
• 9.6 Franchised service distribution = 264
• 9.7 Accessibility through co-production = 269
• 9.8 Making the tangible components of the service offer available to consumers = 270
• Case study - Shell chooses franchisees to put the service back into service stations = 274
• 10 The pricing of services = 279
• 10.1 Introduction = 280
• 10.2 Organizational influences on pricing decisions = 280
• 10.3 Factors influencing pricing decisions = 282
• 10.4 Costs as a basis for pricing = 282
• 10.5 Demand-based pricing = 287
• 10.6 Competitor-based pricing = 292
• 10.7 Distortions to market-led pricing decisions = 294
• 10.8 Pricing strategy = 297
• 10.9 New service pricing strategy = 298
• 10.10 Service portfolio pricing = 302
• 10.11 Tactical pricing = 304
• 10.12 Pricing strategies for public sector services = 307
• 10.13 Internal market pricing = 308
• Case study - Rail sector pricing adapts to new business environments = 309
• 11 Promoting services = 315
• 11.1 Introduction = 316
• 11.2 The communication process = 316
• 11.3 Developing the promotional mix = 323
• 11.4 The producer-customer interface of the services promotion mix = 325
• 11.5 Advertising and the media = 327
• 11.6 Sales promotion = 333
• 11.7 Personal selling = 337
• 11.8 Direct marketing = 339
• 11.9 Public relations = 342
• 11.10 Sponsorship = 346
• Case study - Promoting an 'ethical bank' = 347
• 12 Internal marketing? = 353
• 12.1 Introduction = 354
• 12.2 Defining internal marketing = 357
• 12.3 Human resource management and its relationship to marketing = 360
• 12.4 Controlling and empowering staff = 361
• 12.5 Creating involvement by employees = 365
• 12.6 Leadership = 372
• 12.7 Recruiting, training and rewarding employees = 373
• 12.8 Reducing dependency on human resources = 381
• Case study - More managed healthcare systems use incentive pay to reward 'best doctors' = 382
• 13 Managing capacity = 387
• 13.1 Introduction = 388
• 13.2 The management of customer demand = 388
• 13.3 Managing service capacity = 391
• 13.4 Queuing and reservation systems = 397
• 13.5 Yield management = 399
• Case study - Cultural change needed to manage, hotel yields more effectively = 403
• 14 Managing the marketing effort = 407
• 14.1 Introduction to the marketing management process = 408
• 14.2 The contribution of marketing planning to corporate planning = 408
• 14.3 The rationale for strategic planning = 411
• 14.4 The marketing planning process - position analysis = 412
• 14.5 Defining corporate and marketing objectives = 415
• 14.6 Setting objectives = 416
• 14.7 Identifying strategic alternatives = 419
• 14.8 Strategy formulation = 420
• 14.9 Strategies for competitive advantage = 420
• 14.10 Growth strategies = 423
• 14.11 Portfolio planning = 426
• 14.12 Implementing and controlling the marketing plan = 427
• 14.13 Managing the marketing function = 428
• 14.14 Organizing the marketing department = 428
• 14.15 The relationship between marketing and other organizational functions = 433
• 14.16 Improving organizational effectiveness for marketing = 437
• 14.17 Introducing strategic marketing management within the public sector = 438
• Case study - Marketing inward tourism - an organizational challenge for local authorities = 440
• 15 International marketing of services = 447
• 15.1 Introduction = 448
• 15.2 The importance of international trade in services = 449
• 15.3 Defining international trade in services = 449
• 15.4 Reasons for international trade in services occurring = 452
• 15.5 Analysing opportunities for overseas development of services = 454
• 15.6 The overseas marketing environment = 454
• 15.7 Sources of information on overseas markets = 460
• 15.8 International services marketing management = 462
• 15.9 Refining the marketing programme for overseas markets = 463
• 15.10 Market-entry strategies = 469
• Case study - Philippines gets a share of emerging world trade in data = 476
• 16 Integrative case study - Circular Distributors Marketing Services = 481
• Glossary = 489
• References = 493
• Index of companies and brands = 507
• Index of authors cited = 509
• Index of subjects = 512