服务营销PDF电子书下载

Contents 1

1 The nature of services marketing 1

Introduction 11

An overview of the services economy 2

The nature of services 6

Classification of services 10

Services in manufacturing 16

Summary 18

Notes 20

2 Services marketing and relationship marketing 21

The role of marketing 21

Services and the marketing mix 24

The evolution of services marketing 26

Relationship marketing 30

Determining market emphasis in relationship marketing 37

The essence of services marketing 40

Notes 41

3 Developing an effective service mission 42

A mission for services 42

The nature of corporate missions 43

Service mission statements 49

Developing a service mission 57

The realizable mission 62

4 Services market segmentation 66

The process of market segmentation 66

Definition of the relevant market 70

Identifying alternative bases for segmentation 71

Selection of best base(s) for segmentation 84

Identify and select target market segments 85

Segmentation, positioning and marketing mix strategy 90

Notes 93

5 Positioning and differentiation of services 94

The evolution of positioning 94

Competitive differentiation of services 96

Positioning and services 101

The levels of positioning 105

The process of positioning 108

The importance of positioning 120

Notes 121

6 The services marketing mix 122

The marketing mix elements 122

The service product 124

Pricing the service 136

Place: service location and channels 143

Promotion and communication of services 150

People in services 163

Processes 168

Customer service 174

Developing a marketing mix strategy 178

Notes 180

7 Marketing plans for services 183

The marketing planning process 183

Strategic context 184

Situation review 189

Marketing strategy formulation 200

Resource allocation and monitoring 207

Marketing planning and services 211

Notes 213

8 The customer-focused service organization 214

Customer service, quality and marketing 214

Service quality 218

Improving service quality 222

Customer retention 229

The relationship marketing programme 232

Developing a marketing orientation 234

Summary 244

Notes 245

Further reading 247

Index 250

Notes 65