Principles Of Service Marketing Management Tutorial

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Principles of service marketing management Tutorial: List of Topics

• Services In The Modern Economy
  • Understanding The Service Sector
  • Marketing Services Versus Physical Goods
  • Basic Differences Between Goods And Services
  • Customers Do Not Obtain Ownership
  • Service Products As Intangible Performances
  • An Integrated Approach To Service Management
  • The Evolving Environment Of Services
  • A Structure For Making Service Management Decisions
• Understanding Service Processes
  • How Do Services Differ From One Another?
  • Service As A Process
  • Different Processes Pose Distinctive Management Challenges
  • How Customer Involvement Affects Design Of The Service Factory
  • Evaluating Alternative Channels For Service Delivery
  • Managing People As Part Of The Service Product
• Managing Service Encounters
  • Banking Moves From High Touch To High Tech
  • Where Does The Customer Fit In The Service Operation?
  • Managing Service Encounters
  • Critical Incidents In High-contact Services
  • Service As A System
  • The Customer As Coproducer
• Customer Behavior In Service Environments
  • Understanding Technology Users From Mouse Potatoes To Media Junkies
  • Focusing On The Right Customers
  • Understanding Customer Needs And Expectations
  • How Customers Evaluate Service Performances
  • The Purchase Process For Services
  • Mapping The Customer's Service Experience
• Relationship Marketing And Customer Loyalty
  • Creating A Formula For Success In Ski Resorts
  • Targeting The Right Customers
  • From Transactions To Relationships
  • Creating And Maintaining Valued Relationships
  • The Problem Of Customer Misbehavior
• Complaint Handling And Service Recovery
  • Consumer Complaining Behavior
  • Guidelines For Effective Problem Resolution
  • Service Guarantees
  • Tracking Down Guests Who Cheat
• The Service Product
  • The Moose Ts Loose At Germany's Most Popular Radio Station
  • The Service Offering
  • Identifying And Classifying Supplementary Services
  • Cosmetic Surgeons Offices Disappoint Patients
  • Service Design
  • In And Out Food Service
  • Reengineering Service Processes
• Pricing Strategies For Services
  • Paying For Service The Customer's Perspective
  • Foundations Of Pricing Strategy
  • Pricing And Demand
  • Consumers Protest Atm Surcharges
• Promotion And Education
  • The Role Of Marketing Communication
  • Communication Strategies For Services
  • The Marketing Communications Mix
  • Marketing Communications And The Internet
• Service Positioning And Design
  • The Merchandiser
  • The Contractor
  • The Niche Player
  • The Need For Focus
  • Four Focus Strategies
  • Creating A Distinctive Service Strategy
  • Transporting Business Travelers Into The Twenty-first Century
  • Service Positioning
  • Perceptual Maps As Positioning Tools
  • Using Perceptual Maps To Evaluate Positioning Strategies
  • Creating And Promoting Competitive Advantage
  • New Service Development
• Creating Delivery Systems In Place, Cyberspace, And Time
  • Evaluating Alternative Delivery Channels
  • Options For Service Delivery
  • Physical Evidence And The Servicescape
  • Place, Cyberspace, And Time Decisions
  • The Role Of Intermediaries
• Creating Value Through Productivity And Quality
  • Minding The Service Ps And Qs
  • Understanding Service Quality
  • Various Levels Of Customer Satisfaction
  • Productivity Issues For Service Firms
• Balancing Demand And Capacity
  • The Ups And Downs Of Demand
  • Measuring And Managing Capacity
  • Understanding The Patterns And Determinants Of Demand
  • Strategies For Managing Demand
• Managing Customer Waiting Lines And Reservations
  • Waiting To Get Processed
  • Minimizing The Perceived Length Of The Wait
  • Calculating Wait Times
  • Reservations
• Employee Roles In Service Organizations
  • Human Resources: An Asset Worth Managing
  • Job Design And Recruitment
  • Empowerment Of Employees
  • Service Jobs As Relationships
  • Human Resource Management In A Multicultural Context
• The Impact Of Technology On Services
  • Technology In Service Environments
  • It And The Augmented Service Product
  • The Digital Revolution
  • Service Strategy And The Internet
  • Guidelines For Effective Use Of Technology
• Organizing For Service Leadership
  • The Search For Synergy In Service Management
  • Creating A Leading Service Organization
  • In Search Of Leadership