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