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PDF | On Jun 1, , Maria Johann and others published Services Marketing. this to the version number of the latest PDF version of the text on the website. the UK Services Marketing Conference for a number of years. CHAPTER 1. INTRODUCTION TO SERVICE MARKETING. The world economy nowadays is increasingly characterized as a service economy. This is primarily.

Service Marketing Pdf

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MARKETING OF SERVICES –. Service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible. Concept based notes. Service Marketing. (BBA). Dr. Tripti Vijaywargia. HOD Commerce & Management. Biyani Institute of Science and Management. SERVICES MARKETING olhon.info - Free ebook download as PDF File .pdf), Text File .txt) or read book online for free.

Introduction to Services Marketing

The increased rate of transformation from an agricultural to a manufacturing to a service-based economy has generally been caused by a highly competitive international marketplace.

Simply stated, goods are more amenable to international trade than services, thereby making them more vulnerable to competitive actions. In other words, countries that industrialized their economies first eventually come under attack by other countries that are newly making the transition from an agricultural to an industrial economy.

Consequently, as industrial sectors flow from one country to the next, the countries they abandon begin to rely more heavily on the growth of their service sectors as the mainstay of their economies.

This whole process repeats itself over and over as other less-developed countries enter the fray, consequently facilitating the transformation from agriculture to industrial to service-based economies. Part I: An Overview of Services Marketing Part I concentrates on defining services marketing and discusses in detail the fundamental concepts and strategies that differentiate the marketing of services from the marketing of tangible goods.

The primary objective of Part I is to establish a core knowledge base that will be built upon throughout the remainder of the text. Chapter 1, An Introduction to Services Marketing, provides just what it says—an introduction to the field of services marketing. It establishes the importance of the service sector in the world economy and the need for services marketing education. Chapter 2, The Service Sector: Supersectors and Ethical Considerations, provides an overview of the service sector and focuses on the nine service industry supersectors and the most substantial changes taking place within the service sector.

In addition, Chapter 2 takes an in-depth look at ethics in the service sector. Because of the differences between goods and services, unique opportunities arise that may encourage ethical misconduct. Chapter 3, Fundamental Differences between Goods and Services, focuses more deeply on the differences between goods and services—namely intangibility, inseparability, heterogeneity, and perishability—and their corresponding managerial implications.

Possible solutions to minimize the negative consequences of these unique service characteristics are also discussed. Thus far, Chapters 1, 2, and 3 introduce the fundamentals of the service experience, provide an overview of service industries and ethical considerations, and detail the unique challenges associated with the marketing of services. The remainder of this text is organized around the framework provided in Figure 3. The consumer must be at the heart of services marketing, and Chapter 4, Services Consumer Behavior, focuses on building your understanding of the behavior of service consumers as they select service providers and evaluate their satisfaction with the service they have received.

Chapter 4 provides concepts and frameworks that permeate the rest of this book as service firms adapt their marketing mixes to reflect the changing needs of their customers. The marketing mix represents the levers that the organization controls. The traditional marketing mix is often expressed as the four Ps—product, place, price, and promotion.

As Figure 3. Given the importance of the services marketing mix, Part II of this text focuses on The Tactical Services Marketing Mix, spotlighting the marketing mix variables that must be the most modified when competing in service marketing environments.

Marketing is at the heart of each of these strategies, but their execution is dependent on harnessing all of the functions: Operations, Human Resources and Marketing. Chapter 12, Defining and Measuring Service Quality, builds upon Chapter 11 and increases our understanding of how consumers evaluate services and the longer-term concept of service quality. Due to the complexity of the various relationships that comprise a typical service encounter, service failures are inevitable; but because of inseparability, it is often possible to recover from a failure situation during the service encounter.

Chapter 13 discusses how to successfully master the art of Complaint and Service Recovery Management. Given the current competitive situation among many service firms, Chapter 14 deals with Customer Loyalty and Retention as an important strategy for service firms to consider seriously.

It juxtaposes the industrial management model and the market-focused model, and shows how important the latter is for a service business. This final chapter also discusses the key components of creating a world-class service culture. New 15 Chapter Version: The fourth edition of Hoffman and Bateson has been streamlined to fit perfectly with semester or quarter university schedules.

As a result of this revision, Hoffman and Bateson 4e provides an effectively integrated service marketing textbook that incorporates online, global, sustainability, and ethical considerations within one text while providing the latest in service marketing concepts and practices. Revised Learning Objectives: Learning objectives establish the framework for every chapter, enabling instructors to more effectively organize their class lectures.

In addition, past students have found the learning objectives useful for organizing class notes as they study for essay-oriented exams. Most significantly, chapters pertaining to the introduction of service marketing, managing employees, managing service customers, implementing service recovery programs, understanding service supersectors and ethical considerations, and creating a world-class service culture have undergone the greatest transformations.

New Opening Vignettes: Every chapter opens with a brand new vignette which spotlights service issues in real companies. These real-life situations draw readers in and set the stage for the chapter topics. As perhaps the first services marketing textbook to incorporate sustainability throughout the text, Hoffman and Bateson specifically address sustainable services marketing practices across a variety of industries throughout the globe.

Industries and topics include: hotels, banking, airlines, restaurants, universities, LEED rating systems, the cost of going green, TerraPass, TreeHugger, consumer motivations to recycle, the triple bottom line, and more.

Preface vii Revised Global Services in Action Box Features: In response to the growth of service economies throughout the world, Hoffman and Bateson 4e provides box features of international services marketing practices in every chapter.

These features demonstrate the often subtle adjustments to international services marketing strategy that are necessary to become a world-class service organization.

Companies and concepts featured include: Ski Dubai, Katitche Point Great House, Singapore Airlines, ethnic pricing, Chinese perspectives on service failures, personal selling approaches around the world, international considerations for creating world-class service cultures, and many more.

Examples of companies and topics include: Zappos. Revised Marginal and End-of-Chapter Glossaries: Key terms, provided in every chapter, are highlighted within the text and defined in the adjacent margin. For student study purposes, key terms are again presented collectively at the end of each chapter in order of appearance and defined in the end-of-chapter glossary. New End-of-Chapter Cases: The fourth edition of Hoffman and Bateson contains a new set of end-of-chapter cases that further illustrate, deepen, and extend the concepts developed in each chapter.

These cases, purposely brief in nature but long on application and representing a variety of service industries, provide students with an opportunity to further internalize services marketing concepts. New YouTube Video Library: Especially prepared for adopters, Hoffman and Bateson 4e provides over 50 video links that illustrate key service concepts that are cross referenced by chapter.

Services Marketing: Concepts, Strategies, & Cases, 4th Edition

The videos, a mix of humorous and serious, bring services marketing practices alive in the classroom, creating a much more interactive atmosphere for learning.

Updated Instructors Manual: The updated Instructors Manual provides updated chapter outlines, PowerPoint slides, the answers to all end-of-chapter review questions and cases, as well as an updated test bank. The Test Bank has been expanded to include an abundant number of multiple-choice questions and new short answer essay questions. PowerPoint lecture slides highlight the key concepts of each chapter. Acknowledgements We would like to extend our heartfelt thanks to the good folks at Cengage, many of whom we have had the pleasure of knowing for a number of years through our other text projects.

Similarly, Godrej Consumer Products, which makes ColourSoft hair colours, has toyed with the idea of sprucing up in salons.

Service Marketing Books

It seems to have abandoned these plans for the moment. These ambitions are also driven by the fact that tough economic conditions have put profitability under pressure for many companies.

And the growth potential in the service industry is tremendous. Whats more, it is largely unorganized. But with brand awareness and higher purchasing power, corporates hope to change the complexion of the game.

The fatal attraction: Just look at the margins in the business. While margins in the traditional FMCG business hover in the 8 per cent to 15 per cent band for most companies, the sky is the limit for salons. Its all in the nature of services offered, says a marketer. Also, consumer brand loyalty, say companies, is much more for services than products. In an age, where brands of all hues are fighting for shelf space, affiliated salons become an ideal channel to route your products through.

Thats why Lakme is trying to make its presence heavily felt in the marketplace. There are points of time when consumer habits and lifestyles are changing, so you look at opportunities to grow your existing business, says Anil Chopra, managing director of Lakme Lever.

Services Marketing Notes So while Lakme salons not only stock a range of products that go under its brand name, it also showcases part of the HLL portfolio. In fact, it is this lifestyle change and the need to look good, that has motivated Chennai-based CavinKare to set up a group company Trends in Vogue.

The company is opening three separate chains, catering to assorted wallet sizes that are all targeted at 20 to 35 years old.

At the lower end is Fyne Cut, a budget salon for men. Positioned as an amazing value for money offering, it competes with the friendly neighbourhood barber.

Green Trends will have a range of mens and womens salons aimed at the middle class. The recently launched Limelite is the premium brand targeting upper crust men, women and kids.

To ensure that it offers an international standard beauty care, CavinKare has tied up with German hair major Wella of Germany and Beaubelle of Switzerland. Says Sanjay Gupta, general manager, Trends in Vogue, We realized that there was a need gap in the grooming industry.

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We use various brands of products at these salons, including those that do not belong to us. The objective is to give the consumer a service suitable for him.

Thats why even HLL is bonding with consumers through the Sunsilk salons. The objective is to build the event and the association of giving customized answers to Sunsilk users. Consumers are moving from product to experience, says HLLs Shivakumar.

He denies that his company is making yet another attempt to bond with consumers, but industry experts say that HLL would never invest in anything that didnt have a long term potential. So to woo customers, on offer are free haircuts and beauty treatments by Habib and beauty specialist Samantha Kochhar.

Maricos Kaya trip is more an attempt to lessen its reliance on cash cows Saffola and Parachute. Over the years, the brands, which have gained market share, have also been milked dry with various extensions, many of which have failed. In fact, unlike other players where the service foray has synergies with their brand portfolio, Kaya is absolutely out of sync with Maricos platter.


For Wella, it has been a year of reinventing the wheel according to Sebastian Zachariah, head, creatives and communication at European Haircosmetics, the wholly owned subsidiary of Wella AG. After calling off its two-year-old marketing tie-up with J L Morrison of Nivea fame in February, , it is looking at the salon business with enthusiasm. Wella, which has no retail division and sells only through the parlour route, has plans to open salons by this fiscal end. We have to evolve given the scenario.

Thats the only way to penetrate the market, says Zachariah. For us, it is a perfect extension, says Vismay Sharma, general manager, professional products division at LOreal. Having tied up with parlours three years ago to call them Prestige outlets, its recent foray into HFX is a completely new initiative. Salons as a channel are by far the most interesting, he adds. All the players echo similar views. But it could be slightly unfamiliar territory. But for LBS, its strength might be that it was in the beauty business for over a quarter of a century, tracking the aspiring Indian woman; its weakness could be that it was foraying into experience and services which were intangible and difficult to measure for quality and for maintaining consistency.Consumers are moving from product to experience, says HLLs Shivakumar.

In addition, he has written numerous journal and conference proceedings articles on teaching scholarship that have appeared in a variety of publication outlets. Most significantly, chapters pertaining to the introduction of service marketing, managing employees, managing service customers, implementing service recovery programs, understanding service supersectors and ethical considerations, and creating a world-class service culture have undergone the greatest transformations.

We would sincerely appreciate any comments or suggestions you care to share with us. Regardless of your major area of study, the services marketing course has much to offer. So to woo customers, on offer are free haircuts and beauty treatments by Habib and beauty specialist Samantha Kochhar. Examples of companies and topics include: Zappos.