Services Marketing Essentials You Always Wanted to Know / Vibrant Publishers and Vishal Desai.

Format:

Book

Author/Creator:

Desai, Vishal, Author.

Vibrant Publishers, author.

Desai, Vishal, author.

Series:

Self-management psychology series.

Self-Learning Management Series

Language:

English

Subjects (All):

Service industries--Marketing.

Service industries.

Customer services.

Marketing.

Physical Description:

1 online resource (185 pages)

Place of Publication:

Broomfield, Colorado : Vibrant Publishers, [2023]

Summary:

Services Marketing Essentials You Always Wanted to Know is a practical, concise, and straightforward guide on the essential aspects of services marketing. A deep dive into the theory and practice of Services Marketing Vishal Desai, a seasoned business professional with specialization and expertise in sales and marketing, has authored this book keeping in mind the novice professionals as well as the already experienced ones. The book covers the essential topics of services marketing and is a blend of theoretical explanations and practical demonstrations of the services marketing concepts. This book will help you to: • Understand the Extended Services Marketing Mix which includes Product, Place, Price, Promotion, People, Process, and Physical Evidence • Learn the different models of service quality • Gauge consumer wants and perceptions to meet their expectations • Improve your service design to make it efficient • Create a pricing strategy according to your service business type The book is a must-read for young managers, B-school students, and entrepreneurs who wish to enhance their understanding and knowledge of services marketing. It is also a good fit for the teaching fraternity and industry professionals who teach sales and marketing courses at business schools as it includes several case studies, quizzes, and activities to liven up the subject and demonstrate the practical implications of it in real life. Services Marketing Essentials You Always Wanted To Know prepares the readers to meet the challenges and seize the opportunities in today’s dynamic marketplace, especially when the service industry is growing exponentially worldwide. This book is part of Vibrant Publishers’ Self-Learning Management series that aims to equip working professionals and students with essential knowledge of management subjects through compact and beginner-friendly books.

Contents:

Intro

Introduction to Services

1.1 Definitions and Characteristics of Services

1.2 Differences Between Goods and Services

1.3 Tangibility Continuum/Spectrum

Quiz

Chapter Summary

Exercise

The Marketing Mix for Services

2.1 The Extended Marketing Mix

Case Study - Starbucks

Activity

Models of Service Quality

3.1 GAPS Model of Service Quality

3.2 SERVQUAL (Or RATER) Model

3.3 SERVPERF Model

3.4 Grönroos Model (Nordic)

3.5 Levels of Customer Expectations

3.6 Zone of Tolerance

Assignment

What do Consumers Perceive, Seek, Select, and Experience?

4.1 Identify Consumer Wants and Desires

4.2 Search, Experience, and Credence Properties of Services

4.3 Consumer Perception, Expectation, and Choice

4.4 Consumer Post-experience Evaluation and Satisfaction

4.5 Service Recovery and Service Guarantee

Case Study 4.1: Disneyland's initial failure in Europe

Assignments

Service Design and Standards

5.1 Service Innovation, Development, and Implementation

5.2 Elements and Types of Physical Evidence in Services

5.3 Service Design, Service Process Design, and Service Blueprint

5.4 Customer-defined Service Standards

5.5 Servicescape

Case Study : Innovative Services from AirBnB

Communicating and Delivering the Promise of Service Quality

6.1 Integrated Marketing Communication (IMC) for Services

6.2 Challenges in Marketing Communication for Services

6.3 Aligning Service Promise and Delivery

6.4 Role of Employees, Customers, and Channel Partners in Service Delivery

6.5 Matching Service Capacity with Demand

Pricing of Services

7.1 Different Prices for Different Consumers

7.2 Customer Cost for Services.

7.3 Pricing Strategies for Services

Case Study - Netflix's Global Pricing Strategy

Bibliography.

Notes:

Includes bibliographical references.

Description based on print version record.

ISBN:

9781636511740

1636511740

OCLC:

1392347531