Services Marketing

Services Marketing

Services marketing has evolved as a specialized branch of study. Present-day managers need this knowledge to effectively drive the growth of their organizations. The second edition of Services Marketing, with an enhanced conceptual foundation, meets this requirement of students, managers and marketi...

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Detalles Bibliográficos
Autor principal: Rao , K. Rama Mohana (-)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Delhi : Pearson India 2011.
Edición:2nd ed
Materias:
Service industries > Marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009820412206719
Tabla de Contenidos:
  • Cover
  • About the Author
  • Brief Contents
  • Contents
  • Preface
  • The Development of this Book
  • Chapter 1: Introduction to Services Marketing
  • Introduction
  • Services Defined
  • India and China-the World's two Fastest Growing Telecom Service Markets
  • Differentiating Goods from Services
  • Why Services Marketing?
  • Characteristics of Services
  • Intangibility
  • Inseparability
  • Variability
  • Perishability
  • Customer Participation
  • Lack of Ownership
  • The Growth of the Services Sector
  • The Department for Professional Employees, AFL-CIO: Fact Sheet 2002-05 on Services Sector
  • Reasons for Growth in the Services Sector
  • Intermediate Demand from Firms
  • Final Demand from Customers
  • Career Opportunities in the Services Sector
  • Insurance
  • Call Centres
  • Non-government Organizations
  • Knowledge Process Outsourcing (KPO)
  • Human Resources
  • IT-enabled Services
  • Hospitality
  • Entertainment
  • Aviation
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 2: Marketing Management: Core Concepts
  • Introduction
  • The Marketing Offer
  • Core Concepts
  • Needs, Wants and Expectations
  • Markets
  • Exchange
  • Customer Value
  • Demand Management
  • Segmentation, Targeting and Positioning
  • The Powerful Consumer
  • Creating Value
  • Communicating Value
  • Delivering Value
  • Goods Marketing Versus Services Marketing
  • Marketing Philosophies
  • The Production Concept
  • The Selling Concept
  • The Selling Concept
  • The Marketing Concept
  • The Holistic Marketing Concept
  • Marketing Challenges
  • Customers
  • Business Trends
  • Technology
  • Marketing Planning
  • Database Marketing
  • Marketing Tasks
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 3: The Marketing Environment
  • Introduction
  • The Micro-environment.
  • Organized Retailing: The New Growth Frontier
  • Other Divisions of the Company
  • Suppliers
  • Intermediaries
  • Competitors
  • Customer Markets
  • Other Publics
  • The Macro-environment
  • The Demographic Environment
  • The Economic Environment
  • The Natural Environment
  • The Technological Environment
  • Industrial Policy 1991: The Focus on Market Economy
  • The Political and Legal Environment
  • The Social and Cultural Environment
  • The Company's Response to the Marketing Environment
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 4: The Services Sector in the Indian Economy
  • Introduction
  • Contribution to the Gross Domestic Product
  • Shares of Sub-sectors
  • Contribution to Employment
  • Reasons for the Growth of Services in India
  • Operational Characteristics of Services Sector Enterprises in India
  • Economic Affluence
  • The Changing Role of Women
  • Cultural Changes
  • The IT Revolution
  • The Conservation of Natural Resources
  • The Development of Markets
  • The Unbundling of Corporations
  • The Increased Consciousness of Healthcare
  • Economic Liberalization
  • Migration
  • Export Potential
  • Key Service Businesses in India
  • Insurance
  • Service Tax
  • Transport
  • Telecommunications
  • IT and ITeS
  • Electricity
  • Postal Services
  • Tourism
  • Banking
  • Healthcare
  • Education
  • Entertainment and Media Services
  • Retailing
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 5: Consumer Behaviour in Services
  • Introduction
  • Buyers, Consumers and Customers
  • Factors Influencing Consumer Behaviour
  • Cultural and Social Factors
  • Consumers in India
  • Middle-class Consumers: The Potential Market for a Host of Services
  • Personal and Physical Factors
  • Psychological Factors
  • How Do Consumers Develop Expectations?.
  • The Zone of Tolerance
  • Determinants of the Maximum Service Level
  • Determinants of the Minimum Service Level
  • Determinants of the Maximum and Minimum Service Levels
  • Service Perception
  • Consumer Purchase Decision Process
  • Problem Identification and Definition
  • Information Search
  • Evaluation of Service Alternatives
  • Service Purchase and Consumption
  • Post-purchase Evaluation
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 6: Marketing Information System and Research
  • Introduction
  • Marketing Information System: A Definition
  • Sources of Marketing Information
  • Internal Information Sources
  • External Information Sources
  • MIS Begins and Ends with the Information User
  • Identifying and Assessing Information Needs
  • Collecting Information
  • Marketing Research
  • Information Technology and Marketing Information System
  • Marketing Research Application and Importance
  • Marketing Research Organizations
  • The Marketing Research Process
  • Defining the Problem
  • Selecting the Sources of Information and Data-collection Methods
  • Online Marketing Research
  • Designing the Questionnaire
  • Selecting the Sample
  • Collecting the Data
  • Analysing and Interpreting the Data
  • Preparing and Presenting the Research Report
  • Information Analysis and Distribution
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 7: Services Strategy
  • Introduction
  • The Process of Strategic Planning
  • The Steps in Strategic Planning
  • Selecting the Right Strategy is the Success Key
  • A Market-oriented Service Strategy
  • The Strategic Management Trap
  • The Service-oriented Approach
  • A Service-oriented Organization Structure
  • The Service Triangle
  • The Services Marketing Mix
  • Strategy Implementation.
  • Corporate Strategy and Social Responsibility
  • Strategy Evaluation and Control
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 8: Market Segmentation
  • Introduction
  • Undifferentiated Marketing
  • Differentiated Marketing (Market Segmentation)
  • Bases for Market Segmentation
  • Consumer Characteristics
  • Consumer Responses (Behavioural Segmentation)
  • Technographic Segmentation
  • Market Segmentation System
  • Criteria for Market Segmentation
  • Substantiality
  • Measurability
  • Accessibility
  • Differentiability
  • Customization
  • Customizing the Service Around a Standardized Core
  • Creating Customizable Services
  • Offering Point-of-delivery Customization
  • Offering Standard Modules that Can Be Combinedin Unique Ways
  • Stages in Market Segmentation
  • Search
  • Selection
  • Strategy
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 9: Competition Analysis and Strategies
  • Introduction
  • Competitive Threats
  • Competition from the Industry Perspective
  • Monopoly
  • Oligopoly
  • Monopolistic Competition
  • Pure Competition
  • Competition from the Market Perspective
  • Competition Leads Life Insurance Market Development in India
  • Competition Analysis
  • Future Objectives
  • Current Strategy
  • Assumption
  • Capabilities
  • Competition Strategies
  • Market Leaders
  • Market Challengers
  • Market Followers
  • Market Nichers
  • Achieving Competitive Advantage
  • Regulated Competition in the Indian Telecom Sector
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 10: Service Demand Management
  • Introduction
  • Demand Situations
  • Negative Demand
  • No Demand
  • Latent Demand
  • Seasonal Demand
  • Demand Patterns
  • Irregular Demand
  • Falling Demand.
  • Demand to the Level of Optimum Capacity
  • Demand Exceeds Optimum Capacity
  • Demand Below the Optimum Capacity
  • Excess Demand
  • Demand Variations
  • Demand Forecasting Methods
  • Demand Management
  • Shifting Demand to Match Service Capacity
  • Increasing Demand to the Levelof Optimum Capacity
  • Capacity Management
  • High Demand
  • Low Demand
  • Waiting-line Management
  • Developing Operational Logic
  • Top 10 Predictions for the IT/ITeS Sector in India
  • Establishing a Reservation Process
  • Differentiating Waiting Customers
  • Making Waiting Fun
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 11: The Service Product
  • Introduction
  • The Basic Service Package
  • Service Product Classifi cation: The Consumer's Perspective
  • The Customer Value Hierarchy
  • The Flower of Service
  • Information
  • Consultation
  • Order Taking
  • Hospitality
  • Safekeeping
  • Exceptions
  • Billing
  • Payment
  • The Development of a New Service
  • What Is a New Service Product?
  • Steps in the Development of a New Service
  • Success Factors for a New Product
  • Service-line Decisions
  • The Service Product Mix
  • Service-line Decisions
  • Service Differentiation
  • Service Life-cycle Management
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 12: Service Branding and Positioning
  • Introduction
  • Service Branding
  • Goods Branding Versus Services Branding
  • Choosing Brand Elements
  • Benefits of Branding
  • The Brand Value Chain
  • Corporate Branding for Services
  • Indian Consumers' Brand Loyalty and Performance Rating of Select Service Brands
  • Brand Equity
  • Service Positioning
  • Frame of Reference
  • Positioning Strategies
  • Summary
  • Key Terms
  • Brief Questions
  • Essay Questions
  • Assignments
  • References
  • Chapter 13: Physical Evidence.
  • Introduction.

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