Services marketing : people, technology, strategy / / Christopher Lovelock, Jochen Wirtz

• Autore: Lovelock Christopher H.
• Pubblicazione: Boston : , : Pearson, , [2011]; ©2011
• Edizione: Seventh edition, global edition.
• Descrizione fisica: 1 online resource (648 pages) : illustrations, tables, photographs
• Disciplina: 658.8
• Soggetto topico: Marketing - Management; Professions - Marketing; Service industries - Marketing; Customer services - Marketing
• Persona (resp. second.): WirtzJochen
• Note generali: Includes indexes.
• Nota di bibliografia: Includes bibliographical references and indexes.
• Nota di contenuto: Cover -- About the Authors -- About the Contributors of the Cases -- Brief Contents -- Contents -- Preface -- Acknowledgments -- Part I: Understanding Service Products, Consumers, and Markets -- Chapter 1: New Perspectives on Marketing in the Service Economy -- Why Study Services? -- Services Dominate the Economy in Most Nations -- Most New Jobs Are Generated by Services -- Understanding Services Offers a Personal Competitive Advantage -- What Are the Principal Industries of the Service Sector? -- Contribution to Gross Domestic Product -- Powerful Forces are Transforming Service Markets -- What are Services? -- The Historical View -- A Fresh Perspective: Benefits without Ownership -- Defining Services -- Intangible Elements Dominate Value Creation -- Service Products versus Customer Service and After-Sales Service -- Four Broad Categories of Services-A Process Perspective -- People Processing -- Possession Processing -- Mental Stimulus Processing -- Information Processing -- Services Pose Distinct Marketing Challenges -- The 7 Ps of Services Marketing -- The Traditional Marketing Mix Applied to Services -- Product Elements -- Place and Time -- Price and Other User Outlays -- Promotion and Education -- The Extended Services Marketing Mix for Managing the Customer Interface -- Process -- Physical Environment -- People -- Marketing Must Be Integrated with Other Management Functions -- A Framework for Developing Effective Service Marketing Strategies -- Part I: Understanding Service Products, Consumers, and Markets -- Part II: Applying the 4 Ps of Marketing to Services -- Part III: Managing the Customer Interface -- Part IV: Implementing Profitable Service Strategies -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 2: Consumer Behavior in a Services Context. ; The Three-Stage Model of Service Consumption -- Prepurchase Stage -- Need Awareness -- Information Search -- Evaluating Alternatives -- Purchase Decision -- Service Encounter Stage -- Service Encounters Are "Moments of Truth" -- Service Encounters Range from High Contact to Low Contact -- The Servuction System -- Theater as Metaphor for Service Delivery: An Integrative Perspective -- Role and Script Theories -- Postencounter Stage -- Customer Satisfaction with Service Experiences -- Service Expectations -- Are Expectations Always the Right Comparison Standard? -- Customer Delight -- Links between Customer Satisfaction and Corporate Performance -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 3: Positioning Services in Competitive Markets -- What is Required for Positioning Services Effectively? -- Achieve Competitive Advantage Through Focus -- Market Segmentation Forms the Basis for Focused Strategies -- Identifying and Selecting Target Segments -- Service Attributes and Levels -- Important versus Determinant Attributes -- Establishing Service Levels -- Positioning Distinguishes a Brand from its Competitors -- Developing an Effective Positioning Strategy -- Market, Internal, and Competitor Analyses -- Using Positioning Maps to Plot Competitive Strategy -- An Example of Applying Positioning Maps to the Hotel Industry -- Mapping Future Scenarios to Identify Potential Competitive Responses -- Positioning Charts Help Executives Visualize Strategy -- Changing Competitive Positioning -- Changing Perceptions through Advertising -- Innovation in Positioning -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Part II: Applying the 4 Ps of Marketing to Services -- Chapter 4: Developing Service Products: Core and Supplementary Elements. ; Planning and Creating Service Products -- Service Product -- Designing the Service Concept -- The Flower of Services -- Facilitating Supplementary Services -- Enhancing Supplementary Services -- Managerial Implications -- Branding Service Products and Experiences -- Branding Strategies for Services -- Tiering Service Products with Branding -- Offering a Branded Experience -- New Service Development -- A Hierarchy of New Service Categories -- Reengineering Service Processes -- Physical Goods as a Source of New Service Ideas -- Using Research to Design New Services -- Achieving Success in New Service Development -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 5: Distributing Services Through Physical and Electronic Channels -- Distribution in a Services Context -- What Is Distributed? -- Distribution Options for Servicing Customers: Determining the Type of Contact -- Customers Visit the Service Site -- Service Providers Go to Their Customers -- The Service Transaction Is Conducted Remotely -- Channel Preferences Vary among Consumers -- Place and Time Decisions -- Where Should Service Be Delivered in a Brick-and-Mortar Context? -- When Should Service Be Delivered? -- Delivering Services in Cyberspace -- Service Delivery Innovations Facilitated by Technology -- E-Commerce: The Move to Cyberspace -- The Role of Intermediaries -- Franchising -- The Challenge of Distribution in Large Domestic Markets -- Distributing Services Internationally -- Factors Favoring Adoption of Transnational Strategies -- Barriers to International Trade in Services -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 6: Setting Prices and Implementing Revenue Management -- Effective Pricing is Central to Financial Success -- Objectives for Establishing Prices. ; Pricing Strategy Stands on Three Foundations -- Cost-Based Pricing -- Value-Based Pricing -- Competition-based Pricing -- Revenue Management: What it is and how it works -- Reserving Capacity for High-yield Customers -- Price Elasticity -- Designing Rate Fences -- Ethical Concerns in Service Pricing -- Service Pricing Is Complex -- Piling on the Fees -- Designing Fairness into Revenue Management -- Putting Service Pricing into Practice -- How Much to Charge? -- What Should Be the Specified Basis for Pricing? -- Who Should Collect Payment? -- Where Should Payment Be Made? -- When Should Payment Be Made? -- How Should Payment Be Made? -- How Should Prices Be Communicated to the Target Markets? -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 7: Promoting Services and Educating Customers -- The Role of Marketing Communications -- Position and Differentiate the Service -- Promote the Contribution of Service Personnel and Backstage Operations -- Add Value through Communication Content -- Facilitate Customer Involvement in Service Production -- Stimulate or Dampen Demand to Match Capacity -- Challenges of Services Communications -- Problems of Intangibility -- Overcoming the Problems of Intangibility -- Marketing Communications Planning -- Defining the Target Audience -- Specifying Communication Objectives -- The Marketing Communications Mix -- Communications Originate from Different Sources -- Messages Transmitted through Traditional Marketing Channels -- Messages Transmitted through the Internet -- Messages Transmitted through Service Delivery Channels -- Messages Originating from Outside the Organization -- Ethical and Consumer Privacy Issues in Communications -- The Role of Corporate Design -- Integrating Marketing Communications -- Conclusion -- Chapter Summary -- Review Questions. ; Application Exercises -- Endnotes -- Part III: Managing the Customer Interface -- Chapter 8: Designing and Managing Service Processes -- Flowcharting Customer Service Processes -- Flowcharting is a Simple Tool to Document Service Processes -- Insights from Flowcharting -- Blueprinting Services to Create Valued Experiences and Productive Operations -- Developing a Blueprint -- Blueprinting the Restaurant Experience: A Three-Act Performance -- Identifying Fail Points -- Failure Proofing to Design Fail Points Out of Service Processes -- Setting Service Standards and Target -- Service Process Redesign -- Service Process Redesign Should Improve Both Quality and Productivity -- The Customer as Co-Producer -- Levels of Customer Participation -- Reducing Service Failures Caused by Customers -- Customers as Partial Employees -- Self-Service Technologies -- Psychological Factors in Customer Self-Service -- What Aspects of SSTs Please or Annoy Customers? -- Managing Customers' Reluctance to Change -- Conclusion -- Chapter Summary -- Review Questions -- Application Exercises -- Endnotes -- Chapter 9: Balancing Demand and Productive Capacity -- Fluctuations in Demand Threaten Profitability -- Defining Productive Capacity -- From Excess Demand to Excess Capacity -- Managing Capacity -- Capacity Levels Can Sometimes Be Stretched or Shrunk -- Adjusting Capacity to Match Demand -- Analyze Patterns of Demand -- Demand Varies by Market Segment -- Understanding Patterns of Demand -- Managing Demand -- Marketing Mix Elements Can Be Used to Shape Demand Patterns -- Inventory Demand Through Waiting Lines and Queuing Systems -- Waiting Is a Universal Phenomenon -- Why Waiting Lines Occur -- Managing Waiting Lines -- Different Queue Configurations -- Virtual Waits -- Queuing Systems Can Be Tailored to Market Segments -- Customer Perceptions of Waiting Time. ; The Psychology of Waiting Time.
• Sommario/riassunto: For undergraduate courses in Service Marketing This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.
• Titolo autorizzato: Services marketing
• ISBN: 1-292-01424-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910153149903321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.