(eBook PDF) Principles of Services

Marketing 7th Edition by Palmer, Adrian

Visit to download the full and correct content document:
https://ebooksecure.com/download/ebook-pdf-principles-of-services-marketing-7th-ed
ition-by-palmer-adrian/
 Activities
Key terms
Selected further reading
References
3 Managing the customer experience
3.1 Introduction
3.2 Customer experience
3.3 Frameworks for managing the customer experience
3.4 The effects on customer experience of other
customers
3.5 The effects on customer experience of health, safety
and security considerations
Case study: Creating a drama at T.G.I. Friday’s
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
4 Making services accessible to consumers
4.1 Introduction
4.2 When should the service be made accessible?
4.3 To whom should the service be made accessible?
4.4 Where should the service be made accessible?
4.5 How should access be provided? The role of
intermediaries
4.6 Selection of intermediaries
4.7 Franchised service distribution
4.8 Accessibility through co-production
Case study: A bike to rent just whenever and wherever you want it?
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
5 Relationships, partnerships and networks
5.1 Introduction
5.2 Network perspectives of marketing
 5.3 Theories underpinning networks and relationships
5.4 Relationship marketing and consumer services
5.5 Customer loyalty
5.6 Managing customer information
Case study: Points mean prizes, and a goldmine of data for
companies
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
6 Understanding services buying behaviour
6.1 Introduction
6.2 Models of buyer behaviour
6.3 The effects of intangibility and risk on the buying
process
6.4 The decision-making unit
6.5 Learning about buyer behaviour
6.6 Market segmentation and buyer behaviour
Case study: Coffee to go is no go for Israeli consumers
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
7 Innovation and new service development
7.1 Introduction
7.2 The service life-cycle concept
7.3 Refining the service portfolio
7.4 New service development
7.5 Demand forecasting
7.6 Competitor analysis
7.7 Service deletion
Case study: Mobile banking: hot new service in Mombasa, but why
a cooler reception in Manchester?
Summary and links to other chapters
Chapter review questions
Activities
 Key terms
Selected further reading
References
8 Developing service brands
8.1 Introduction
8.2 The development of service brands
8.3 Services branding strategy
8.4 Small businesses and brand development
Case study: How far can the Tesco brand be stretched?
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
9 Service quality
9.1 Introduction
9.2 Defining service quality
9.3 The service–profit chain
9.4 Frameworks for understanding and measuring
service quality
9.5 Setting quality standards
9.6 Researching service quality
9.7 Managing and monitoring service performance
9.8 Creating a service quality culture
9.9 Managing the extended marketing mix for quality
Case study: ‘Satisfaction guaranteed’ – service customers’ dream
or service providers’ nightmare?
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
10 Engaging employees in service delivery
10.1 Introduction
10.2 Internal marketing
10.3 Controlling and empowering staff
10.4 Creating engagement by employees
 10.5 Leadership
10.6 Recruiting, training and rewarding employees
10.7 Reducing dependency on human resources
Case study: A 24/7 society may be good for customers, but can
employees cope with the stress?
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
11 The pricing of services
11.1 Introduction
11.2 Organizational influences on pricing decisions
11.3 Factors influencing pricing decisions
11.4 Costs as a basis for pricing
11.5 Demand-based pricing
11.6 Competitor-based pricing
11.7 Distortions to market-led pricing decisions
11.8 Pricing strategy
11.9 Service portfolio pricing
11.10 Tactical pricing
11.11 Pricing strategies for not-for-profit services
11.12 Internal market pricing
Case study: UK rail fares move to market-based pricing
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
12 Yield management: matching capacity with demand
12.1 Introduction
12.2 Causes and consequences of fluctuating demand
12.3 Managing service capacity
12.4 Queuing and reservation systems
12.5 Yield management and flexible pricing
Case study: Cultural change needed to manage hotel yields more
effectively
Summary and links to other chapters
 Chapter review questions
Activities
Key terms
Selected further reading
References
13 Managing communications
13.1 Introduction
13.2 The message
13.3 Channels of communication
13.4 The extended services promotion mix
13.5 Advertising and the media
13.6 Sales promotion
13.7 Personal selling
13.8 Direct marketing
13.9 Public relations
13.10 Sponsorship
13.11 Online communication
13.12 Word of mouth and social network media
13.13 Developing a promotional campaign
Case study: Promoting an ‘ethical bank’
Summary and links to other chapters
Chapter review questions
Activities
Key terms
Selected further reading
References
14 Globalized services marketing
14.1 Introduction
14.2 The importance of international trade in services
14.3 Defining international trade in services
14.4 Reasons for service firms going global
14.5 Analysing opportunities for overseas development
of services
14.6 The foreign marketing environment
14.7 Sources of information on foreign markets
14.8 Refining the marketing programme for foreign
markets
14.9 Market-entry strategies
Case study: Indian call centres create new international trade
Summary and links to other chapters
 Chapter review questions
Activities
Key terms
Selected further reading
References

Index
About the author
Adrian Palmer is Professor of Marketing at ESC Rennes, France, a Grand Ecole
which has been listed in the Financial Times rankings of the World’s Top 50 schools
for Masters in Management programmes. The School has an active group of
researchers in the field of Services Marketing and Customer Experience
Management. He was previously Professor of Marketing at Swansea University, UK
and before entering academia held marketing positions in the transport and travel
sectors. The author is Associate Editor of the Journal of Marketing Management
and has published articles in many leading journals, including Journal of Services
Marketing, European Journal of Marketing, Journal of Marketing Management and
Tourism Management. Consultancy projects, previous work in the services sector
and courses delivered throughout the world have informed the cases and examples
used in this new edition.
Preface
Today, more people in the Western world earn a living from producing services
than from making manufactured goods. For consumers, increasing wealth has
resulted in opportunities to buy services which were previously unattainable. For
businesses, services are not a luxury, but have become essential inputs as firms
concentrate on their core business activities and buy in specialist services from
outside. Services have become a component of almost all products that we buy, and
in this sense, all businesses are services businesses. The book explores the concept
of ‘service dominant logic’ which puts services at the centre of all value creation
The growth of the services sector has presented many apparent paradoxes.
Despite the efforts of services organizations to improve their quality standards,
dissatisfaction has been seen to grow in many sectors, simply because firms have
not kept up with consumers’ rising expectations. There is the paradox of many
services companies developing relationship marketing programmes with their
customers, but which result in poor perceptions by customers of their relationships,
as firms ‘industrialize’ their service processes. One explanation of such apparent
paradoxes is that service benefits can only be defined in consumers’ minds. With
few tangible cues to go on, the same service can be perceived quite differently by
two different consumers.
This book develops frameworks for understanding services and the effective
marketing of them. Central to this are the characteristics of intangibility,
inseparability, perishability and variability, which have profound implications for
the way that marketing managers in the services sector develop their service offer,
promote it and then deliver it. Traditional marketing-mix frameworks that apply to
manufactured goods do not always work well for services. Services are about
processes as much as outcomes and these processes often involve considerable
interaction between customers and operations people. It follows therefore that
marketing cannot be seen as an isolated function within an organization. Successful
services companies make sure that their front-line staff can competently deliver the
promises which marketing people make to customers. Services marketing cannot be
separated from services management.
The book begins by trying to define services and assessing the impacts of core
service characteristics on marketing activities. In some aspects of marketing, for
example pricing and promotion, there may be relatively few differences between
goods and services in the application of the general principles of marketing. In
other aspects, new principles are called for. For this reason, a chapter is given to
studying service systems in which the customer becomes a co-producer of a service,
something which doesn’t generally occur for goods where production and
consumption are separated. Another chapter is devoted to studying the interface
between human resource management and marketing, something that is vital for the
success of people-based services. Other themes that are emphasized in this book are
the importance of information technology as a tool for producing, distributing and
promoting services, and the increasingly important role of buyer–seller
relationships as a service benefit in its own right. The final chapter considers the
problems and opportunities open to firms expanding overseas in increasingly
competitive global markets for services.
To illustrate the general principles of services marketing, each chapter contains
contemporary In Practice vignettes of good practice drawn from successful services
organizations around the world, while Thinking Around the Subject boxes illustrate
some of the operational challenges of putting theory into practice. The division of
the material in this book into 14 chapters is to some extent arbitrary, and successful
marketing must recognize the interrelatedness of all of the subjects covered. For
this reason, each chapter concludes with a summary of key linkages to other
chapters. Suggestions are made for further reading.
This new edition has been revised to take account of the most recent
developments in services marketing. There is extensive coverage of Internet-based
service delivery, noting the evolution of Web 2.0 to incorporate greater peer-to-peer
interaction. The concept of ‘customer experience’ has aroused recent interest, and a
new chapter is given to exploring experiential aspects of service consumption.
 Adrian Palmer
mail@apalmer.com
Acknowledgements
The author and publishers would like to thank the following reviewers for their
comments at various stages in the text’s development: Annie Chen, University of
Westminster Jill Brown, University of Portsmouth Sangwon Park, University of
Surrey Andrea Beetles, University of Cardiff Danilo Brozovic, Stockholm
University Saima Bantvawala, VU University Amsterdam Solomon Russom Habtay,
Witwatersrand For the provision of case studies for the new edition we would also
like to thank: Paul Custance, Harper Adams University College, Shropshire, UK
Irena Descubes, ESC Rennes of School Business, France Michael Etgar, College of
Management, Tel-Aviv, Israel Nicole Koenig-Lewis, Swansea University, UK
Rod McColl, ESC Rennes of School Business, France Alexander Moll, Virtual
Identity AG, Germany Una McMahon-Beattie, University of Ulster, UK
Steve Worthington, Monash University, Melbourne, Australia We would also like to
thank the following organizations for allowing us permission to republish material:
Air Berlin
Amazon.co.uk
Birmingham International Airport British Airways
British Telecom
Cheltenham Tourism
Childbase Nursery
Confused.com
Corbis Images
Crocus.co.uk
Domino’s Pizza
easyJet
Expedia.co.uk
Experian
Another random document with
no related content on Scribd:
781

Veratrum, use, in tumors of spinal sclerosis,

905

Verbigeration, in katatonia,

166

ERTIGO

416

Definition,

416

Diagnosis,
417

Etiology,

418

Blood-poisoning, influence of,

419

Excessive venery, influence of,

420

Mechanical causes,

426

of aural form,

421

of essential form,

426
 of gastric and senile form,

420

of laryngeal form,

425

of neurasthenic, hysteric, and anæmic forms,

425

of ocular form,

424

Prognosis and duration,

418

Symptoms,

416

420-426
 of aural form,

421

of essential form,

426

of gastric and senile form,

420

of laryngeal form,

425

of neurasthenic, hysteric, and anæmic forms,

425

of ocular form,

424

of status vertiginosus,

421
 Treatment,

426

Bromides and hydrobromic acid,

426-428

Cauterization, use of,

427

Diet,

427

428

Morphia, use,

426

427
 Nitrite of amyl and nitro-glycerin, use,

426

of aural form,

427

of gastric and senile form,

426

of optic form,

427

of status vertiginosus,

428

Quinia, use,

427

Vertigo, in abscess of the brain,

796

in cerebral anæmia,

777

783

in tumors of the brain,

1035

Vessels of cerebrum, changes in, in chronic alcoholism,

617

state of, in cerebral abscess,

793

Violence, significance of, in nervous diseases,

24
Violin-playing as a cause of copodyscinesia,

511

Virchow on origin of progressive unilateral facial atrophy,

700

Visceral derangements of chronic alcoholism,

599

disturbances in diffuse sclerosis,

889

neuralgias,

1215

1237
Vision, disorders of, in cerebral anæmia,

783

786

in diseases of the cervical sympathetic,

1264

in disseminated spinal sclerosis,

878

in epilepsy,

476

in neuralgias,

1214

in tabes dorsalis,
830-833

hallucinations of, in migraine,

1231

Vitreous degeneration of cerebral cortex in disseminated sclerosis,

882

Vomiting, hysterical,

254

in acute simple meningitis,

718

in anæmia of the brain,

777

783
 in apoplexy and cerebral hemorrhage,

935

in cerebral meningeal hemorrhage,

713

in chronic hydrocephalus,

743

in chronic lead-poisoning,

684

in concussion of the brain,

908

in infantile spinal paralysis,

1117

in migraine,
409

in the opium habit,

653

657-659

in tubercular meningitis,

725

729

in tumors of the brain,

1030

1034
 W.

Wallerian degeneration,

1266

Washerwomen's anæsthesia,

1199

1201

Wasting diseases, influence on causation of copodyscinesia,

514

Water, hypodermically, in neuralgia,

1229

influence on causation of chronic lead-poisoning,

680

Wax-like flexibility in catalepsy,

321

337

Welsh fasting girl,

352

Westphal-Erb symptom of tabes dorsalis,

830

Wet pack, use, in neuralgia,

1223
Will, impairment of, in tumors of the brain,

1038

and intellect, state of, in alcoholism,

625

Wines, character of intoxication from,

591

Wire brush, faradic, in spinal sclerosis,

904

Witchcraft, hysterical nature of,

226
“Woods,” the, use of, in cerebral syphilis,

1016

Word-blindness, in hemiplegia,

959

in nervous diseases,

31

Word-deafness, in nervous diseases,

31

Worms, influence on causation of epilepsy,

471

Wrist-drop,
686

RITERS AND

RTISANS

,N

EURAL

ISORDERS OF

504

Definition, history, and synonyms,

504

Differential diagnosis,

521
 from palsy from pressure,

526

from paralysis agitans and multiple sclerosis,

524

from paresis from slight lesions,

522

523

from progressive muscular atrophy,

523

from teno-synovitis,

526

Duration and course,

521
 Etiology,

505

Action of muscles used in telegraphy,

508

Action of muscles used in writing,

505

Age and sex, influence of,

512

513

Cigarette-smoking as a cause of,

512

Hereditary influence and nervous temperament,

513
 Manner of writing and holding the pen,

506

Musical-instrument playing,

511

Telegraphy,

507-511

Wasting diseases and traumatism,

514

Pathology and morbid anatomy,

526-530

Prognosis,

530

531