Contents
The nature of services marketing
Introduction
An overview of the services economy
The nature of services
Classification of services
Services in manufacturing
Summary
Notes
Services marketing and relationship marketing
The role of marketing
Services and the marketing mix
The evolution of services marketing
Relationship marketing
Determining market emphasis in relationship marketing
The essence of services marketing
Notes
Developing an effective service mission
A mission for services
The nature of corporate missions
Service mission statements
Developing a service mission
The realizable mission
Notes
Services market segmentation
The process of market segmentation
Definition of the relevant market
Identifying alternative bases for segmentation
Selection of best base(s) for segmentation
Identify and select target market segments
Segmentation, positioning and marketing mix strategy
Notes
Positioning and differentiation of services
The evolution of positioning
Competitive differentiation of services
Positioning and services
The levels of positioning
The process of positioning
The importance of positioning
Notes
The services marketing mix
The marketing mix elements
The service product
Pridng the service
Place: service location and channels
Promotion and communication of services
People in services
Processes
Customer service
Developing a marketing mix strategy
Notes
Marketing plans for services
The marketing planning process
Strategic context
Situation review
Marketing strategy formulation
Resource allocation and monitoring
Marketing planning and services
Notes
Developing a marketing orientation
Summary
Notes
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