Services Marketing

Services Marketing

Detailed Table of Contents

Part I: Introduction to Services Marketing

Chapter 1: Understanding Services
Factors Influencing the Growth of the Service Sector: Demographic Changes; Social Changes; Economic Changes; Technological Changes; Political and Legal Changes; Policy Changes - Services Defined - Tangibility Spectrum - Characteristics of Services: Intangibility; Heterogeneity; Inseparability; Perishability - Generic Differences Between Goods and Services: Nature of the Product; Problems in Quality Control; Involvement of the Customer in Production and Delivery; Absence of Inventories; Structure and Nature of Distribution Channels; Importance of Prompt Service; Difficulty in Evaluating Service Quality - Classification of Services: Classification based on the Degree of Involvement of the Customer; Classification based on the Service Tangibility; Classification based on Skills and Expertise Required; Classification based on the Business Orientation of Service Provider; Classification based on the Type of End-User - Developing Frameworks For Analyzing Services: What is the Type of Service; What is the Nature of Relationship Shared by the Customer with the Service Organization; How is the Service Delivered; What is the Type Demand and Supply for the Service; To What Extent is the Service Provider Needed to Customize Service and Exercise Judgement - Myths About Services - Summary.

Chapter 2: The Nature of Services Marketing
Evolution of Service Firms - A Different Approach For Marketing Services: Narrow Definitions of Marketing; Lack of Appreciation for Marketing Skills; Different Organizational Structures; Problems in Determining Costs for Pricing; Constraints and Opportunities for Not-for-Profit Organizations; Other Challenges - The Services Marketing Triangle - The Services Marketing Mix: People; Physical Evidence; Process - Key Marketing Issues Before A service Organization: Managing Differentiation; Service premises; Packaging; Service Personnel; Tools and Equipment Used; Customers; Convenience; Name of the service establishment; Managing Productivity; Managing Service Quality - New Avenues In Services Marketing - Summary.

Part II: The Customer Experience

Chapter 3: Consumer Behavior
Differences Between Characteristics Of Goods and Services: Search Qualities; Experience Qualities; Credence Qualities - Consumer Decision-Making Process: Need Perception; Search for Information and Perceived Risk; Evaluation of Alternatives; Purchase Behavior; Post-Purchase Evaluation - External Factors Influencing Consumer Behavior - Implications For Service Providers - Summary.

Chapter 4: Customer Expectations and Perceptions
Understanding Customer Requirements - Customer Expectations - Types of Service Expectations - Factors that Influence Customer Expectations of Service: Factors that Influence Customer Expectations of Desired Service; Factors that Influence Customer Expectations of Adequate Service; Factors that Influence both Desired and Predicted Service Expectations; Criteria to Evaluate a Service based on Customers' Service Expectations - Managing Customer Service Expectations: Managing Promises; Reliability - "Getting it Right the First Time"; Effective Communication - Exceeding Customer Service Expectations - Customer Perceptions - Factors That Influence Customer Perceptions: Service Encounter; Service Evidence; Image; Price - Strategies For Influencing Customer Perceptions: Enhance Customer Satisfaction through Service Encounters; Reflect Evidence of Service; Communicate and Create a Realistic Image; Enhance Customer Perception of Quality and Value through Pricing - Summary.

Chapter 5: Listening to Customers
Using Marketing Research in Services - Approaches to Services Research: Post-transactional Surveys; Customer Complaint, Comment and Inquiry Surveys; Total Market Surveys; Employee Surveys - Stages in Marketing Research - Use Of Marketing Research Information - Upward Communication: Objectives of Upward Communication - Summary.

Part III: Strategic Issues in Services Marketing

Chapter 6: Market Segmentation and Targeting
Market Segmentation in Services: Undifferentiated Marketing Approach; Differentiated Marketing Approach; Concentrated Marketing Approach - Bases for Market Segmentation: Demographic Segmentation; Geographic Segmentation; Psychographic Segmentation; Behavioristic Segmentation; Benefit Segmentation; Purchase Occasion Segmentation; User Status Segmentation; Usage Rate Segmentation; Loyalty Segmentation; Buyer Readiness and marketing Factors - Requirements for Effective Segmentation: Measurability; Accessibility; Substantiability; Actionability - Process of Market Segmentation: Identifying Customer Segments; Developing Measures for Structural Attractiveness; Selecting Customer Segments - Market Targeting in Services: On What Basis do Marketers Target the Identified Segments; Segment Size and Growth potential; Targeting Strategies - Mass Customization: What are the Factors that Companies Need to Consider Before Adopting Mass Customization; What are the Various Approaches to Mass Customization - Summary.

Chapter 7: Positioning and Differentiation of Services
Definition and Concept - Positioning Strategies - Value Chain in Services - Differentiation - Role of Positioning in Marketing Strategy - Steps in Developing a Positioning strategy: Determining Levels of Positioning; Identification of Attributes; Location of Attributes on Positioning Map; Evaluating Positioning Options; Implementing the Position - Summary.

Chapter 8: Managing Demand and Capacity
Concept of Demand: Contraction and Recession; Expansion or Boom; Technological Developments; Demographics; Natural and other Disasters - Demand Patterns; Sketching Demand Patterns; Foreseeable Cycles; Random Demand Variations; Demand Patterns by Market Segment - Capacity Constraints - Strategies to Match Demand and Capacity: Demand Shift; Adjusting Capacity to Meet Demand - Creating a Demand Inventory: Queuing System; Reservation Systems - Yield Management: Yield Management Process; Application Areas of Yield Management; Benefits of Yield Management - Summary.

Part IV: Services and the Marketing Mix

Chapter 9: The Marketing Mix Elements
Marketing Mix in Traditional Marketing - Inadequacy of Four Ps - Expanded Marketing Mix: Product; Pricing; Promotion; Place; People; Process; Physical Evidence - Summary.

Chapter 10: Product: Packaging the Service
Service Product Level: The Core Product; The Actual Product; The Augmented Product; The Potential Product - Service Product Decisions: Market Penetration; Market Development; Product/Service Development; Diversification - Branding in services: Types of Branding - Categories for New Service Development - New Service Development Process: Generation of Ideas; Screening; Testing the Concept; Business Analysis and Design of Service; Test Marketing; Infrastructure Development; Service Launch - Product Life Cycle: Introduction; Growth; Maturity; Decline - Summary.

Chapter 11: Pricing Services
Key Characteristics of Pricing in Services - Pricing Objectives - Approaches to Pricing services: Cost-based Pricing; Market Oriented Pricing or Demand-based Pricing - Competition-based Pricing - Incorporating Perceived Value into Service Pricing - Value Strategies in Pricing of Services: Satisfaction based Pricing; Relationship Pricing; Efficiency Pricing - Issues in Pricing of Services - Summary.

Chapter 12: Promotion and Communication of Services
Importance of Communication and its Types: Internal Communication; External Communication - Communication Issues for Service Marketers - Objectives of Promotions - Elements of the Promotion Mix: Personal Selling; Advertising; Sales Promotion; Publicity and Public Relations; Direct Marketing - Promotional Strategies for Services - How to Design a Service Promotion: Which Services to Promote; Who would be the Target Customer; What would be the Value Added to the Product/Brand; Is the Timing Right for Promotion and how long should a Promotional Campaign be Run; Who is Benefited from the Promotions; How to Differentiate a Promotional Campaign - Strategies for Effective Promotion - Summary.

Chapter 13: Place in Services
Significance of Location - Channel Decisions - Direct Distribution - Types of Intermediaries for Service Delivery: Franchising; Agents and Brokers; Electronic Channels - Strategies for Effective Service Delivery through Intermediaries: Control Strategies; Empowerment Strategies; Partnering Strategies - Summary.

Chapter 14: People in Services

Classification of Service Personnel - Problems Faced by Service Personnel - Types of Conflict in Service Organizations: Individual-role Conflict; Customer-employee Conflict; Inter-employee Conflict; Client-Organization Conflict; Inter-Client Conflict - People Strategies: Attracting the Best Talent; Motivating; Training; Retaining - Summary.

Chapter 15: Process in Services
Characteristics of Service Process Design and Implementation - Types of Process: Line or Flow Operations; Job Shop Process - Planning a Service Process - Service Blueprinting: Elements of Blueprinting; Reading a Service Blueprint; Developing a Service Blueprint - Factors Influencing Process Efficiency: Planning; Service Personnel; Technology; Location and décor; Customer's Role - Service Positioning through Structural Change: Reduced Complexity; Increased Complexity; Reduced Divergence; Increased Divergence - Summary.

Chapter 16: Physical Evidence
Elements of Physical Evidence - Types of Physical Evidence: Essential Evidence; Peripheral Evidence - Significance of Physical Evidence - Summary.

Part V: Maximizing Services Marketing Potential

Chapter 17: Relationship Marketing
Relationship Marketing Defined - Benefits of Relationship Marketing: Benefits for the Firm; Benefits to Customers - Relationship Marketing and Transactional Marketing - Six Markets Model: Customer Markets; Internal Markets; Supplier Markets; Referral Markets; Recruitment Markets; Influence Markets - Strategy in Relationship Marketing Management: Mission and Vision; SWOT Analysis; Strategy Formulation; Quality and Relationship Marketing - Retention Strategies: Four Level Retention Strategy; Monitor Relationships; Value Addition to the Service - Increased Customer Contact: Enhanced Customer Service - Recovery of Customers: Track and Anticipate Recovery Opportunities; Solve Problems Quickly; Train and Empower Front Line Employees - Communication and Relationship Marketing: The four R's for Rewarding Relationships - Summary.

Chapter 18: Internal Marketing
Definition of Internal Marketing - The Role of Internal Marketing - Components of an Internal Marketing Program - Developing and Implementing an Internal Marketing Program: Recruitment and Selection; Motivation; Education and Training; Coordination; Empowerment; Rewards; Communication; Knowledge Sharing through Knowledge Management - Summary.

Chapter 19: Supplementary Services
Importance of Supplementary Services - Classification of Supplementary Services: Offering Consultation; Hospitality; Safekeeping of Customer Belongings; Providing Information to Customers; Taking Orders from Customers; Payment; Billing; Special Services - Implications of Supplementary Services: Designing Special Packages; Outsourcing Non-core Services; Converting Supplementary Services into Core Services - Summary.

Part VI: Challenges for Senior Management

Chapter 20: Developing and Managing the Customer-Service Function
Customer-Service Definition - Improving Customer-Service: Divide the Basic Service into Separate Service Activities; Conduct Periodic Surveys; Provide Necessary Infrastructure and Advanced Technology; Track Changes in the External Environment - Technology to Improve Customer-Service - The Customer-Service Management Cycle: Stage1: Understand the Customer; Stage 2: Set Customer Service Standards; Stage 3: Encourage Team Work and Customer-orientation among Employees; Stage 4: Establish Control Systems; Stage 5: Prevent Problems rather than Fixing them - Offering Supplementary Services in Addition to Core Service - Enhancing Customer-Service through Improved Service Delivery Process: Factors Influencing Service Delivery - Steps to Implement an Effective Customer-Service Program - Summary.

Chapter 21: Marketing Planning for Services
Marketing Planning Process: Establishing Strategic Context; Situation Review; Marketing Strategy Formulation; Resource Allocation and Detailed Planning - Summary.

Chapter 22: Service Quality
Definitions of Quality and its Significance - Measuring Service Quality - Service Quality Gap Model - Service Quality Standards - Benchmarking - Total Quality Management - Strategies for Improving Service Quality - Monitoring Service Quality - Summary.

Chapter 23: Globalization of Services
The Growth in Global Service Markets - Factors Influencing Globalization: Changes in Social Factors; Changes in Technology; Changes in Political Conditions; Competition in the Market; Competitive Advantage; Regulations in Home Country; Lack of Demand in Home Country - Overseas Market Entry Decisions: Exporting; Turnkey Projects; Licensing; Franchising; Joint Ventures; Strategic Alliance; Wholly Owned Subsidiaries; Mergers and Acquisitions; Piggyback - Assessing Globalization - Challenges in the Global Market: Legal Barriers; Cultural Barriers; Financial Barriers - Factors Influencing Success of Global Service Firm - Prospects for the Global Marketing of Services - Summary.

Part VII: Marketing Services - Specific Industries

Chapter 24: Tourism & Travel Services Marketing

Hotel Industry
Major Characteristics of Hotel Industry - Market Segmentation: Geographic Segmentation; Demographic Segmentation - Marketing Strategy - Marketing Mix: Product; Pricing; Place; Promotion; People; Physical Evidence; Process - Recent Trends in Hotel Industry - Hotel Industry in India - Section Summary.

Tourism Industry
Characteristics of Tourism Industry - Market Segmentation - The Tourism Marketing Mix: Product; Price; Promotion; Place; People; Physical Evidence - Recent Trends in Tourism - Tourism Industry in India - Section Summary.

Transportation Industry
Characteristics of the Industry - Transportation Marketing Mix: Product; Pricing; Place; People; Promotion; Process; Physical Evidence - Transportation Industry in India - Section Summary.

Chapter 25: Marketing of Financial Services
Banking Industry
Definition - Market Segmentation in Banking Industry- Marketing Mix: Product; Pricing; Place; Price; Promotion; People; Process; Physical Evidence - Recent Trends in Banking - Section Summary.

Insurance Industry
Market Segmentation in Insurance Industry - Marketing Mix for Insurance Industry: Product; Price; Place; Promotion; Process; People; Physical Evidence - Recent Trends in Insurance Marketing - Section Summary.

Mutual Fund Industry
Definition - Market Segmentation - Marketing Mix of Mutual Fund Industry: Product; Price; Place; Promotion; Process; People and Physical Evidence - Recent Trends in Mutual Fund Industry - Section Summary.

Portfolio Management
Definition of Portfolio Management - Market Segmentation and Marketing Mix: Product; Price; People; Place; Promotion; Process; Physical Evidence - Recent Trends in Portfolio Management Industry in India - Section Summary.

Chapter 26: Communication and Information Services

Telecom Industry
Characteristics of Telecom Industry - Market Segmentation - Marketing Strategy - Marketing Mix: Product/Service; Price; Place; Promotion; People; Physical Evidence; Process - Recent Trends in Telecom Industry: Technology; Globalization - Future of Telecom Industry in India - Section Summary.

Courier Industry
Characteristics of Courier Industry - Market Segmentation - Marketing Strategy - Marketing Mix: Product/Service; Price; Place; Promotion; Physical Evidence; People; Process - Recent Trends in Courier Industry: Technology; Globalization - Indian Courier Industry - Section Summary.

Chapter 27: Media Services Marketing
Broadcasting Services
Media Services and Broadcasting - Consumer Behavior in Response to Broadcasting Services - Market Segmentation in Broadcasting - Marketing Strategy of Broadcasting Firms - Marketing Mix for Broadcasting Services: Product; Price; Place; Promotion; People; Physical Evidence; Process - Recent Trends in Broadcasting: Growth of the Internet and Online Availability of Media Services; Mergers and Consolidations; Digitization of Content; Expansion of Reach of Satellite Services - Broadcasting Industry in India: Radio; Television - Section Summary.

Entertainment Services
Market Segmentation in Entertainment - Marketing Strategy for Entertainment Firms - Marketing Mix for Entertainment Services: Product; Price; Place; Promotion; People; Physical Evidence; Process - Recent Trends in Entertainment - Entertainment Industry in India: Music, Movies - Section Summary.

Print Media
Characteristics of Print Industry - Marketing Segmentation - Marketing Strategy - Marketing Mix: Product; Price; Place; Promotion; People; Process; Physical Evidence - Recent Trends: Technology; Globalization - Print Industry in India - Section Section Summary.

Chapter 28: Professional Services Marketing

IT Services
Evolution of IT Services - Market Segmentation - Market Strategy - Marketing Mix: Product; Place; Price; Promotion; People; Process; Physical Evidence - IT Industry in India: Challenges before the Indian IT industry - Section Summary.

Consultancy Services
Characteristics of Consultancy Industry - Market Segmentation and Strategy - Marketing Mix: Product; Price; Place; Promotion; People; Process; Physical Evidence - Challenges Before the Indian Consultancy Industry.

Healthcare Services
Market Segmentation - Marketing Strategy - Marketing Mix: Product; Place; People; Promotion; Process; Price; Physical Evidence - Recent Trends in Indian Healthcare Industry - Section Summary.

Advertising Services
Evolution of the Advertising Industry - Segmentation & Marketing Strategy - Marketing Mix: Product; People; Place; Process; Promotion; Price; Physical Evidence - Advertising Industry in India - Section Summary.

Retailing Industry
Characteristics of Retailing Industry: Entry and Exit Barriers; Customers; Suppliers; Competition - Marketing Segmentation: Geography; Demographics; Psychographics - Marketing Strategy - Marketing Mix: Product/merchandise; Price; Place; Promotion; Physical Evidence; People; Process - Recent Trends: Technology; Globalization - Retailing Industry in India - Section Summary.

Chapter 29: Marketing of Education Services
Classification of Education Services - Market for Educational Service - Characteristics of Education Services and Implications for Marketing: Intangibility; Inseparability; Heterogeneity; Perishability - Education and Strategic Marketing - Marketing Mix and Education Service: Product in Educational Services; Place in Education Service; Pricing decision in Education Service; Promotion in Education Service; People and Education Service; Process and Education Service; Physical Evidence in Education Service - Technology and its Role in Education - Education in India: Flaws in the System; What Does Today's Education Marketer Lack? -Summary.

Chapter 30: Charities Marketing

The Role of Marketing in Charities - Business Functions in Charities Marketing: Financial Function; Production Function; Personnel Function; Purchasing Function - Management Tasks in Charities Marketing: Marketing Audit; Market Analysis; Market Segmentation - Marketing Planning and the Marketing Mix: Product; Price; Promotion; Place; People; Process and Physical Evidence - Charity Organizations in India - Summary.