Marketing a service for profit : a practical guide to key service marketing concepts

목차 (Table of Contents)

• CONTENTS
• Acknowledgments = ⅷ
• Introduction = 1
• Chapter 1 A way of looking at things = 3
• Chapter 2 What is a service? = 11
• Characteristics of services = 13
• Service machines = 16
• Time, quality and convenience = 18
• Services and goods = 20
• Customer or consumer? = 24
• The service environment = 26
• Finance, funding and cash-flow = 28
• Chapter 3 Practical marketing concepts = 32
• Definig roles in the marketing process = 33
• Features, advantages, benefits - and the ultimate benefit = 37
• Problems? What problems? = 41
• The marketing mix = 44
• Competitor analysis and finding the gap in the market = 46
• What market are you really in? = 48
• Branding = 50
• The augmented product and added-value = 53
• Segmentation = 56
• Segmentation, targeting and positioning = 60
• Chapter 4 Strategic direction decisions = 64
• The truth is out there = 65
• You are not your customer = 70
• Break-even = 73
• The planning grid = 77
• Directions for business development = 78
• Vision and mission = 81
• Chapter 5 Pricing for profit = 86
• Pricing points and managing customer expectations = 89
• Pricing 'packages' = 90
• The 'going rate' and competitors' pricing = 94
• Alternatives to cost-cutting = 98
• Factors that influence price = 101
• Chapter 6 Targeted promotional strategies = 119
• Customer expectations = 119
• Triggers = 120
• The marketing process = 121
• Common service marketing failings = 123
• Reaching new customers = 125
• Conveying your message = 125
• Indirect marketing tactics = 142
• Chapter 7 Managing the process = 159
• Negotiating = 160
• Getting paid = 166
• Managing services and facilities = 170
• Defining the mission = 172
• Assessing resources : time, people, cash, facilities = 173
• Customer care = 174
• Dealing with customer complaints = 178
• Chapter 8 The marketing audit for service providers = 184
• Your company = 185
• The market = 186
• Market research and market intelligence = 186
• Sales and sales administration = 187
• Sales force = 188
• Communications = 188
• Service range = 189
• Purchasing = 190
• Finance = 191
• References and further reading = 192
• Index = 193