Legal and accounting firms now advertise their services in many countries. Search for a few 6. Explain how concepts in Chapter 1 are relevant to advertisements and review the following: What do the marketing of a religious institution, or a nonprofit these firms do to cope with the intangibility of their organization such as World Wildlife Fund.
What could they do better? How do they deal with consumer quality and risk perceptions, and how could they improve this aspect of their marketing? Harris, Revolution and the Transformation of Marketing eds.
Cambridge, UK: University of Cambridge — Institute for Manufacturing, ; Paul P. Maglio and Jim Spohrer Russell School Working Paper, No. February, p. Kallenberg , Services — Boon or Bane? Krishnan with an Introduction by Alan B.
Management Review, Vol. Neu and Stephen A. Journal of Service Research, Vol. Vargo and Robert R. For a Journal of Consumer Services, No.
Vargo, Robert R. Research, Vol. Karpen, Liliana L. Bove, and Bryan A. Summer, pp. ZeithamI, A. Mills and D. Irwin, Inc. It was a refinement of the long list of ingredients included in the marketing mix 43 For research on SST, see Matthew L. Ostrom, and Stephen W. Brown in the s. Donnelly and W. George, eds. Association, , pp. September, pp. Hoboken, NY: in O. Ferrell, S. Brown and C. Lamb Jr. Routledge, Heskett, Thomas O. Jones, Gary W. Loveman, W.
Earl Sasser Jr. Heskett, Service Industry Management, Vol. Earl Sasser, Jr. Claes Fornell Distinguished Donald C. Figure 2. Describe an unsatisfactory encounter you experienced Review the five dimensions of service quality. What were the key drivers Call a service to improve the service? February, pp. Zeithaml, Leonard L. Berry, and A. See: Sally Hibbert, April , pp.
Rather, they rely Strategy and Leadership in Service Businesses, 2nd ed. Noone, Sheryl E. Kimes, Anna S. Mattila, Vol. Lovelock, John E. Management, 14, No. Bateson, and Robert F. Young, eds. Marketing Consumer Services: New Insights. Douglas Science Institute, Report 77—, November , pp.
Hoffman and John E. Mason, OH: H. Fit in a Service Organization? Review, Vol. The following studies applied Stephen J. Grove, Raymond P. Fisk, and Joby John, perceived control to service encounters: John E. Schwartz and Dawn Iacobucci, eds. Handbook in John A. Czepil, Michael R. Solomon, and Carol F. Hui and John E. Teresa A. Handbook 18, No. Michael K. Management, Vol. See also F. Oliver, Satisfaction: A Behavioral Vol. Perspective on the Consumer. Armonk, NY: Armonk, M.
Sharpe, Grove and Raymond P. Berry, G. Shostack, and G. Upah, eds. Oliver and John E. Marketing Association, , pp. Solomon, Carol Suprenant, John A. Anderson and Mary W. Spring, pp. Carrol and J. Payne, eds. Oliver, Roland T. Rust, and Sajeev Varki Vol. Christopher Bartl, Matthias H. Gouthier, and Markus Sharpe , Loyalty Relationship: Empirical Generalizations and — Keiningham, 33 Roland T.
Rust and Richard L. The pp. Arnold, and Kristy E. Strategy Need Words? Ross, and P. Asymmetric Impact of Negative and Positive Attribute- 5, pp.
Kumar and M. Tsiros Eugene W. Findings: Implications for the Economy, Stock Returns 2, pp. Chichester, NY: Wiley, Oliver, pp. Armonk, NY: M. Sharpe, , — Kalia, R. Staelin, and V. Zeithaml of Marketing, Vol.
Witkowski, and Mary F. Journal of Business Research, Vol. Zeithaml, A. Parasuraman, and Leonard L. See alsoValarie A. Zeithaml, Mary Jo Vol. Bitner, and Dwayne D. Parasuraman, Valarie A. Chichester, NY: Wiley, , pp. With this perceptions of how different services are performing understanding, marketers can then develop a on determinant attributes compared to competition. What are the elements of a customer-driven services 5.
Why should service firms focus their efforts? Describe the basic focus strategies, and give examples 2. In segmentation, what are the most common bases of how these work. Provide examples for each of these bases. What are the six questions for developing an effective 3.
What is the distinction between important and positioning strategy? How can positioning maps help managers better decisions? How are service levels of determinant attributes 8. Describe what is meant by positioning strategy related to positioning services? Select a company of your choice. Identify the 5. Imagine you have been hired as a consultant to give variables that the company has used to segment their advice to The Palace Hotel.
Consider the options customers. Support your answers with examples for the hotel based on the four attributes in the from the company. What 2. Provide two examples of service firms that use service actions do you recommend The Palace take? Explain levels other than airlines, hotels, and car rentals to your recommendations. Explain the determinant 6. Choose an industry you are familiar with such as cell attributes and service levels used to differentiate the phone service, credit cards, or online music stores , positioning of one service from another?
Find examples of companies that illustrate the four positions of different service providers in that focus strategies discussed in this chapter.
Use attributes you believe are determinant attributes. Identify gaps in the market, and generate 4. Identify possible focus options open to travel agencies wishing to develop new lines of business that would make up for the loss of airline ticket sales. Business Review, Vol. Select a specific service product you are familiar with 4. Using a firm you are familiar with, analyze what and identify its core product and supplementary opportunities it might have to create product line services.
What analyze the differences in terms of core product and impact might these extensions have on its present supplementary services between the two services. Identify two examples of branding in financial 5. Identify two failed new service developments. Select a service brand you consider to be outstanding. How meaningful are these brands likely to be to Explain why you think it is outstanding. Also explore customers? You should select an 3. Select a service firm you believe is highly successful organization you are very familiar with.
Conduct a few interviews to find out how consumers experience its service. From the findings, identify the factors that helped that service firm to build strong brand equity. Lovelock, J. Bateson, and R. Langeard, C. Michelli, The Starbucks Experience: 5 Institute, , pp. According to Salim Eiglier and E. Marketing, Operations, and Human Resources: Burton G. Eiglier, E. Williams , Vol. Anderson and James A. Harvard Business Review, Vol. For recent research on the impact of Internet- and 75— April, pp.
Office, accessed February 17, For research on the elements of service innovation that are classified along the three core innovation types of 13 www. Palgrave Macmillian. Service Industry Management, Vol. Parsa, John T. Storey and Christopher J. July, pp. Boudreau and Karim R. What, How, Where, and When. An entrepreneur is thinking of setting up a new 4. Select three different service industries, one each service business you can choose any specific for people-processing, possession-processing and business.
What advice would you give regarding the information-based services. For each, assess the five distribution strategy for this business? Address the globalization drivers and their impact on these three What? Think of three services you buy or use either mostly 5. Obtain recent statistics for international trade in or exclusively via the Internet. What is the value services for the US and another country of your proposition of this channel over alternative channels choice.
What are the dominant categories of service e. What factors do you think are 3. What advice would you give to a a weight reduction driving trade in specific service categories? What clinic, b a pest control company, and c a university differences do you see between the countries? Which market entry strategy into a new international international? Lovelock, eds. Amy L. Brown , — Daniel Wright, Kurt M.
Bretthauser, and Ronald 61—83; James M. Curran and Matthew L. Nunes and Frank V. Retailing, Vol. Jones, David L. David M. Honeymoon: Testing a Lifecycle Theory of Franchise southwest. Gary Akehurst, , Vol. Have a look at their website and at the posted Protected? Swartz and Dawn Iacobucci, eds. Handbook of markets for US-based franchise firms. African counties were the least attractive. China and the other BRIC countries i. Hachemi Aliouche and Udo A.
Johansson and George S. Lovelock and George S. Javalgi, and D. Carraher and Dianne H. Boddewyn, Marsha Baldwin Halbrich and A. A man who knows the price of everything There are two fools in any market: One does not charge and the value of nothing.
The other charges too much. See Rajiv K. Sinha, Fernando S. March 17, , p. Journal of Marketing, Vol. For study —; Craig A. Latshaw and Teresa M. Cortese- examining the tradeoff between price and effort i.
Kaplan and Steven R. Goebel, Greg W. Marshall, and William B. Stevenson and David W. Journal of Retailing, Vol. Smith and Thomas T. Kimes and Jochen Wirtz , July, pp. Stupidities in the 21st Century New York: Harper For application of yield management to industries Business, , p.
Kimes and Jochen Wirtz , 68— Kimes, Jeannette P. Moderating Role of Familiarity in Fairness Perceptions 11— Bolton, Luk Warlop, and Joseph W. Monroe, and Jennifer L. A Conceptual Framework of Science, Vol. Fruchter and Ram C. Dirty Tricks or Customer Choice? Nick Yip , Outcome-based Contracts as a Driver — Japanese proverb Erik Qualman Education costs money, but then so does ignorance. What tangible cues could a diving school or a Register at Amazon.
What are their marketing objectives? Explore the websites of a management consulting Evaluate their permission-based marketing for a firm, an Internet retailer, and an insurance company.
What, if anything, would you improved? Conduct a Google search for a MBA programs and b vacation holiday resorts. Examine two or three contextual ads triggered by your searches. What are they doing right, and what can be improved? Rather, the focus is on news. For a detailed coverage of marketing communications in general, refer to William F.
Arens, Michael F. Chapter Communicating Customer Value: Integrated 14th ed. Belch and Michael A. See also: William F. Arens, Michael Impact of Implicit George E. Consumer Views v. March 22, Lavidge and Gary A. Restaurant Administration Quarterly, Vol. Surprenant ed. See also Donna J.
Hill, Jeff pp. Fruchter and Z. Service Research, Vol. Grove, Gregory M. Pickett, and David N. The Service Industries Journal, Vol. New York, NY: 17 Ibid. McGraw Hill, , —; and George E. Prenshaw, Stacy E. Malthouse, , p. Leeflang, Marije L.
Only for Specific Products and into Customers. Harlow, United Kingdom: Pearson Education, The Economist, June 24, Bansal and Peter A. Chan, Chunhua Wu, and November, pp.
It has even been shown that click through for common search terms is heavily concentrated on the organic list 43 See Jacques Bughin, Jonathan Doogan and Ole Jorgen rather than sponsored links. Stephen, and Miklos Sarvary 44 Eugene W.
Srini S. Blodgett, Kirk L. Wakefield, and James H. Kumar, J. Andrew Petersen, and Robert P. Andreas Eggert, Sabrina V. Helm, and Stephen S. Marketing, Vol. European Journal of Operational Research, Vol. Brown, Thomas E.
Barry, Peter No. Dacin, and Richard F. Verlegh, Gangseok Marketing Science, Vol. Tuk, and Lawrence Feick , E. Hogan, Katherine N. Research, September, pp. Hospitality Quarterly, Vol. Carson, and William L. Anderson and Duncan I. Bolton, A. Gruner, Christian Homburg, and Bryan A. Marketing Science, Vol. Wojnicki, and Sarah J.
Narratives: Understanding Word-of-Mouth Marketing — Journal of Marketing Research, Vol. The new frontier of competitive advantage is the customer interface. Making yours a winner will require Benjamin Franklin, the right people and, increasingly, the right machines — one of the Founding Fathers of the United States, on the front lines. Claremont Graduate University, respectively Richard B.
Crosby eds. New York: McGraw Hill. This book Strategy. Chase Research, Vol. New York: McGraw Hill, pp. Arnould and Linda L. Sampson , Journal of Service Management, Vol. Hansen and Peter J. Use Behavioral Science. Rabkin, MD, cited in Christopher H. Lovelock , Product Plus. New York: McGraw-Hill, pp. Chase and Douglas M. Faranda, Amy R. McGraw-Hill, p. Hubbert, and Valarie A. For a nice documentation of a service process redesign 23 There is a large body of literature dealing with customer cum introducing cross-functional teams, see: Agneta co-creation of value.
Gummesson, Robert F. Lusch and Stephen L. Hall, pp. Lusch, Stephen L. Vargo 16 This section is partially based on Leonard L. Berry and and Robert F. Loic Ple of Service Research, Vol. We expanded some of Marketing, Vol.
Berry and Sandra K. Service Management, Vol. Sivakumar, Kenneth R. Tax, Mark Colgate, and David E. Schwartz and D. Iacobucci, eds. Sloan Management Review, Vol. Handbook of Service Marketing and Management. Meuter, Amy L. Ostrom, Robert I. Brown, and Matthew L. Maria 75—91; Lerzan Aksoy, Paul N. Bloom, Nicholas H. Bone, Paul W. Fombelle, Kristal R. Ray, Expect? Rayport and Bernard J. Important Research, Vol. Meuter, and Carol G. Collier and Daniel L.
Smith, Mark R. Gleim, Stacey G. Leone , Robinson, William J. Collier and Sheryl E. Little, Brown and Company. Reinders, Pratibha A. Dabholkar, and Ruud T. John Milton W. Klassen and Thomas R. Rohleder , Restaurant Administration Quarterly, Vol. Casado Diaz and Francisco J. Cornell Hospitality Quarterly, Vol. Fitzsimmons and M. March, pp. Irwin McGraw-Hill; W. Maister , Business Review, Vol. Czepiel, — Solomon, and C. Surprenant, eds. The Service Encounter. Voorhees, Julie Baker, Brian L.
Bourdeau, E. Deanne Brocato, and J. Joseph Cronin, Jr. Does It Work? McGuire, September, pp. Download Now Download to read offline and view in fullscreen. Download Now Download Download to read offline. Related Books Free with a 30 day trial from Scribd. Related Audiobooks Free with a 30 day trial from Scribd. Views Total views. Actions Shares. No notes for slide. Total views On Slideshare 0.
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