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Interactive Services Marketing

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Table of Contents

Note: Each chapter ends with a Summary and Conclusion, Exercises, an Internet Exercise, and References. I. Foundations of Services Marketing Vignette: The Weather Channel: The Public's Eye on the Sky 1. Understanding Services Marketing Definition of Services How Does Services Marketing Differ from Physical Goods Marketing? Characteristics of Services Classifications of Services Overview of Book Spotlight 1.1: Service Industry to Be Measured by New Indicator Spotlight 1.2: Peace of Mind for You and Your Pets Spotlight 1.3: Personalized Department Store Services 2. Frameworks for Managing the Customer's Experience Components of the Service Experience Framing the Service Experience Comparing Service Experience Frameworks Raising the Curtain on Services Theater The Emotional Side of Services Spotlight 2.1: It Used to Be Easier Spotlight 2.2: Call-a-Bike: The Invisible System Makes This Service Possible Spotlight 2.3: Magic Castle: A Unique Service Experience Taking the Show on the Road: A Canadian Dental Experience (by Stephen Tax) 3. Plugging into the Information Age Services and the Information Age Empowering Employees Through Technology Empowering the Customer Enabling the Interactive Experience Capturing Customer Information Coping with Negative Impacts of Services Technology Challenges of Using Technology to Manage Customer Interfaces Spotlight 3.1: eBay Drop-Off Stores: One of 13 Hot Businesses for 2005 Spotlight 3.2: Video Games Dominate Entertainment Services Media Spotlight 3.3: ChoicePoint Loses Your Identity: Theft on the Internet II. Creating the Interactive Experience Vignette: Louvre Museum 4. Planning and Producing the Service Performance The Service Performance Supplementing the Basic Service Performance Differentiating the Service Performance Customizing the Service Performance Scripting the Service Performance Blueprinting the Service Performance The Internet and Service Performances Spotlight 4.1: Copying Practices from Fast-Food Restaurants and Retailers Gives a Small Bank a Massive Competitive Advantage Spotlight 4.2: Self-Service Technology Gains Popularity Spotlight 4.3: Medical Theater 5. Designing the Service Setting What Is a Service Setting? Key Considerations in Designing the Service Setting The Service Setting as a Marketing Tool Cyberspace as a Service Setting Spotlight 5.1: Minimundus--Die Kleine Welt am Worthersee (The Little World on Lake Worth) Spotlight 5.2: A Premium Evening at the Ballpark Spotlight 5.3: High-End Restrooms Offer Artistic Relief 6. Leveraging the People Factor Service Employees and Their Behavior Empowering Service Employees The Need for Service Improvisation The Emotional Side of Services Costuming Service Employees Maximizing Service Employee Productivity Spotlight 6.1: It's All an Act for the Doctors Spotlight 6.2: The Struggle of Dealing with Employee Turnover Spotlight 6.3: What Service Organizations Can Learn from Stanislavsky Spotlight 6.4: This Service Goes to the Dogs 7. Managing the Customer Mix Service Customers and Their Behavior Customer-to-Customer Interactions Customer-to-Employee Interactions Selecting and Training Customers Managing Customer Rage Spotlight 7.1: Mardi Gras: New Orleans Knows How to Laissez Le Bon Temps Rouler Spotlight 7.2: Silence at 35,000 Feet Spotlight 7.3: Banning Teenagers in Shopping Malls III. Promising the Interactive Service Experience Vignette: The Windsor Court Hotel: What Price Excellence? 8. Setting a Price for the Service Rendered Why Do Services Prices Vary? Yield Management in Services Pricing Objectives and Approaches The Relationship Between Service Price and Value Calculating Service Costs Price Bundling Additional Pricing Considerations Spotlight 8.1: If Airlines Sold Paint Spotlight 8.2: Airlines' Price Unbundling: Charging for Meals Spotlight 8.3: What Is a Picture Worth? 9. Promoting the Interactive Service Experience Services and Integrated Marketing Communications Marketing Communications and Services The Promotional Mix Advertising the Service Sales Promotions and Services Personal Selling and Services Publicity and Services Promoting Services on the Internet Spotlight 9.1: Citibank Brings Sumo Wrestlers to New York Spotlight 9.2: Jackson Hewitt Ties Game to NASCAR Spotlight 9.3: Humorous Service Organization Slogans Spotlight 9.4: "...Would You Like to Supersize That?" IV. Delivering and Ensuring a Successful Customer Experience Vignette: "Shoppertaintment": Creating and Delivering the Customer Experience 10. Building Customer Loyalty Through Service Quality What Is Service Quality? How Customers Evaluate Service Quality Why and When to Guarantee a Service What Makes an Extraordinary Service Guarantee? How to Design a Service Guarantee Spotlight 10.1: Ritz-Carlton Hotels: Two-Time Malcolm Baldrige Award Winner Spotlight 10.2: Using Technology to Reduce Human Error in Health Care Services Spotlight 10.3: Quality Improvement by Rating Child Care Services Taking the Show on the Road: Toyota Norway (by Tor Andreassen) 11. Regaining Customer Confidence Through Customer Service and Service Recovery Customer Service Customer Service as a Strategic Function Developing a Customer Service Culture The Need for Service Recovery Steps to Service Recovery Hidden Benefits of Service Recovery Spotlight 11.1: Planning for Customer Service: Improvisation Training at Aer Arann Spotlight 11.2: An Airline Passenger's Nightmare Spotlight 11.3: Are All Customers Worth Recovering? 12. Researching Service Success and Failure Why Is Researching Service Success and Failure Necessary? Why Is Service Success So Difficult to Achieve? Research Methods for Services Creating a Service Quality Information System Spotlight 12.1: AOL Releases Web-Search Data of 650,000 Users Spotlight 12.2: Going Retail with Market Research Spotlight 12.3: Health Care Taps "Mystery Shoppers": To Improve Service, Hospitals and Doctors Hire Spies to Pose as Patients and Report Back Taking the Show on the Road: Richer Sounds (by Gillian Hogg) V. Management Issues in Services Marketing Vignette: Offshoring Services: TATA Consultancy Services 13. Developing Marketing Strategies for Services Overview of Marketing Strategy in Service Organizations Scanning the Environment Planning the Services Marketing Strategy Positioning and Service Segmentation Marketing Mix Strategy Strategic Challenges for Services Service Strategies for Competitive Advantage Spotlight 13.1: Stones from Bones Spotlight 13.2: Green Marketing Issues in the Service Sector Spotlight 13.3: Choosing a Name for the Service 14. Coping with Fluctuating Demand for Services Why Is Services Demand a Problem? The Nature of Service Demand Chasing Demand with Service Capacity Smoothing Demand to Fill Service Capacity Maximum Versus Optimum Capacity Spotlight 14.1: Italians' Love for August Vacations Gets in the Way of Business Spotlight 14.2: The Peachtree Road Race: Atlanta Puts Its Best Foot Forward Spotlight 14.3: Pizza--It's Not Just for Breakfast Anymore 15. Thinking Globally: "It's a Small World After All" Services and Culture Global Trade in Services Entry Strategies for Global Service Markets Standardization Versus Adaptation of Global Services Multilingual Service Systems Technology and Global Services Spotlight 15.1: Wal-Mart Creates Retail Upheaval in Japan and Germany Spotlight 15.2: Offshoring: From Call Centers to Debt Collection Services Spotlight 15.3: Burger King Worldwide Taking the Show on the Road: The Internet Comes to the Service of Farmers in India (by Mohan Agrawal) Appendix: Careers in Services Glossary Name Index Organization Index Subject Index

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