Services Marketing,Kurtz 1st Edition

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About This Book... In an engaging and interesting writing style, the authors present the latest theories and concepts of both domestic and international services marketing, all within the context of how theory is applied in today's dynamic environment. Each chapter contains a short case that allows students an opportunity to apply the concepts of the chapter. All cases are real-world companies, from Scandinavian Airlines to Kinko's. Plus, Services in Action boxes in each chapter spotlight how real-world companies use the concepts. Finally, 8 comprehensive cases throughout the text require readers to integrate the concepts and theories they have learned. Table Of Content... ABOUT THE AUTHORS PREFACE PART I THE FOUNDATIONS OF SERVICES MARKETING Chapter 1 Introduction to Services Marketing Chapter Objectives Chapter Overview The Importance of the Service Sector of the Economy Reasons for Growth in the Service Sector Has the Level of Service Quality Been Declining? Importance of Services to the Global Economy Characteristics of Services Intangibility Perishability Inseparability Variability Classification of Services Classifying a Service Using the Classification Scheme to Understand Challenges The Services Marketing Mix Service Outcome Price Distribution Corporate Image Promotion Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 2 The Purchase Process for Services Chapter Objectives Chapter Overview Consumption Values Functional Value Social Value Emotional Value Epistemic Value Conditional Value A Purchase Model for Services Prepurchase Phase The Service Encounter Postpurchase Phase Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 3 Consumer Expectations of Services Chapter Objectives Chapter Overview A Model of Consumer Expectations Ideal Service Level Desired Service Level Adequate Service Level Predicted Service Level Antecedents of Consumer Expectations Internal Factors External Factors Situational Factors Firm-Produced Factors Role of Consumer Expectations During the Prepurchase Phase During the Service Encounter During the Postpurchase Phase Managing Consumer Expectations During the Prepurchase Price During the Service Encounter During the Postpurchase Phase Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 4 Service Quality Chapter Objectives Chapter Overview Underlying Principles of Service Quality Search Qualities Experience Qualities Credence Qualities Service Quality Based on Perceptions and Expectations Measuring Service Quality Using SERVQUAL to Measure Service Quality Service Performance Measures A Model of Service Quality Gap 1 Gap 2 Gap 3 Gap 4 Total Quality Return on Quality ROQ Analysis Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes PART II MANAGING THE SERVICE OUTCOME Chapter 5 Operations Chapter Objectives Chapter Overview The Service Operation Differences Between Manufacturing and Services Establishing an Operational Position Position Mapping Blueprinting of Service Operations Divergence and Complexity Operational Design Cost Efficiency Operational Position Customization Operational Position Service Quality Operational Position Managing Customer Waiting and Queues Managing Waiting Times Operations Management Techniques Perception Management Techniques Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 6 People Chapter Objectives Chapter Overview Role of Service Personnel Job Characteristics Skill Variety Task Identity Task Significance Autonomy Feedback The Control Issue Increasing Firm and Service Personnel Control Increasing Customer Control Dealing With Conflict and Stress Types of Conflict How Individuals Deal With Conflict Internal Marketing Market Research Market Segmentation Internal Promotions External Promotions Customer-Focused Personnel Customer-Focused Job Descriptions Customer-Focused Recruiting Customer-Focused Orientation and Training Customer Dissatisfaction and Employee Empowerment Customer-Focused Motivation and Compensation Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 7 Environment Chapter Objectives Chapter Overview Impact of the Service Environment on Consumers Response Moderators Physiological Response Behaviors Created by the Environment Environmental Stimuli Marketing Strategies for the Service Environment Positioning of the Servicescape Objectives and Goals of the Servicescape Designing the Service Environment Location Physical Facility Ambient Conditions Interpersonal Factors Environment of Entertainment Services Spectator Sports Recreational Theme Parks Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 8 Pricing Chapter Objectives Chapter Overview The Role of Pricing in Services Price Determinants Organizational Pricing Objectives Cost Analysis Demand/Price Curve Price Elasticity Competition Operational Position Market Mix Pricing in the Business-to-Business Sector Pricing Modifications Differential Pricing Yield Management Price Bundling Multiple-Use Price Discounts Price Increases Customer-Focused Pricing Value Risk Level of Involvement Level of Customer Participation Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes Chapter 9 Distribution Chapter Objectives Chapter Overview Access and Availability Channel Structures Channel Options Multichannel Systems The Channel Squeeze Distribution Growth Options Multisite Strategy Multiservice Strategy Multisegment Strategy Multisite, Multiservice Strategy Multisite, Multisegment Strategy Multiservice, Multisegment Strategy Multisite, Multiservice, Multisegment Strategy Internationalization Methods of International Expansion Why International Expansion Fails Franchising Benefits of Franchising Disadvantages of Franchising Operational Position Branding Distribution Management Organizational Structure Economies-of-Scale Customer-Focused Distribution Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises Case Problem Glossary Endnotes PART III SERVICES STRATEGIES Chapter 10 Competitive Marketing Strategies Chapter Objectives Chapter Overview A Sustainable Competitive Advantage The Concept of a Sustainable Competitive Advantage Sources of Competitive Advantage Service Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage Market Defender Strategies Blocking Strategies Retaliation Strategies Adaptation Strategies Consumer Positioning of Services Methods of Positioning Positioning Maps Steps in Determining a Consumer Position Midwest Express Develops a Marketing Strategy Summary of Chapter Objectives Key Terms Review Questions Discussion and Critical Thinking Exercises