Services Marketing Essentials You Always Wanted to Know
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Pages: 236 pages
Paperback (ISBN): 9781636511733
eBook (ISBN): 9781636511740
Hardback (Color): 9781636511757
Trim Size: 5.5” x 8.5”
Category: Business & Economics
Author: Vishal Desai
This book will help you to :
- Understand the Extended Services Marketing Mix which includes Product, Place, Price, Promotion, People, Process, and Physical Evidence
- Learn the different models of service quality
- Gauge consumer wants and perceptions to meet their expectations
- Improve your service design to make it efficient
- Create a pricing strategy according to your service business type
Services Marketing Essentials You Always Wanted to Know is a practical, concise, and straightforward guide on the essential aspects of services marketing.
Vishal Desai, a seasoned business professional with specialization and expertise in sales and marketing, has authored this book keeping in mind the novice professionals as well as the already experienced ones. The book covers the essential topics of services marketing and is a blend of theoretical explanations and practical demonstrations of the services marketing concepts.
The book is a must-read for young managers, B-school students, and entrepreneurs who wish to enhance their understanding and knowledge of services marketing. It is also a good fit for the teaching fraternity and industry professionals who teach sales and marketing courses at business schools as it includes several case studies, quizzes, and activities to liven up the subject and demonstrate the practical implications of it in real life.
Services Marketing Essentials You Always Wanted To Know prepares the readers to meet the challenges and seize the opportunities in today’s dynamic marketplace, especially when the service industry is growing exponentially worldwide.
This book is part of Vibrant Publishers’ Self-Learning Management series that aims to equip working professionals and students with essential knowledge of management subjects through compact and beginner-friendly books.
1. Introduction to Services
1.1 Definitions and Characteristics of Services
1.2 Differences Between Goods and Services
1.3 Tangibility Continuum/Spectrum
Quiz
Chapter Summary
Exercise
2. The Marketing Mix for Services
2.1 The Extended Marketing Mix
Quiz
Chapter Summary
Case Study – Starbucks
Activity
3. Models of Service Quality
3.1 GAPS Model of Service Quality
3.2 SERVQUAL (Or RATER) Model
3.3 SERVPERF Model
3.4 Grönroos Model (Nordic)
3.5 Levels of Customer Expectations
3.6 Zone of Tolerance
Quiz
Chapter Summary
Assignment
4. What do Consumers Perceive, Seek, Select, and Experience?
4.1 Identify Consumer Wants and Desires
4.2 Search, Experience, and Credence Properties of Services
4.3 Consumer Perception, Expectation, and Choice
4.4 Consumer Post-experience Evaluation and Satisfaction
4.5 Service Recovery and Service Guarantee
Quiz
Chapter Summary
Case Study – Disneyland’s initial failure in Europe
Assignments
5. Service Design and Standards
5.1 Service Innovation, Development, and Implementation
5.2 Elements and Types of Physical Evidence in Services
5.3 Service Design, Service Process Design, and Service Blueprint
5.4 Customer-defined Service Standards
5.5 Servicescape
Quiz
Chapter Summary
Case Study – Innovative Services from AirBnB
6. Communicating and Delivering the Promise of Service Quality
6.1 Integrated Marketing Communication (IMC) for Services
6.2 Challenges in Marketing Communication for Services
6.3 Aligning Service Promise and Delivery
6.4 Role of Employees, Customers, and Channel Partners in Service Delivery
6.5 Matching Service Capacity with Demand
Quiz
Chapter Summary
Assignment
7. Pricing of Services
7.1 Different Prices for Different Consumers
7.2 Customer Cost for Services
7.3 Pricing Strategies for Services
Quiz
Chapter Summary
Case Study – Netflix’s Global Pricing Strategy
Bibliography
Vishal Desai is a seasoned business management professional with two decades of industry and academic experience across marketing, sales, brand management, advertising, retail management, and services marketing. He teaches various courses on these subjects, which are his areas of expertise, at B-schools. Vishal also consults organizations in implementing best practices in these domains. In his career span so far, he has worked with leading companies across verticals of FMCG, Media & Entertainment, Education & Training, and Consumer Goods.
The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.
The book is an excellent read.The case studies, quizzes, info-graphics, models, and figures given in the book reinforce the learnings of each chapter. I recommend the book for students, faculty members, and college libraries.
-- Dr. Poonam Nikam, Dean, IIEBM's Indus Business School
This book contains all the essential topics - from fundamentals to the strategic perspective of services marketing. The case studies given in the book will make students learn from and relate to real-life situations in services marketing.
-- Dr. Vishal Bhole, Former Director, Thakur Global Business School
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An excellent resource for understanding the intricacies of marketing services. The book combines theory with practical examples, making it easy to grasp the concepts. Highly recommended for those new to the field.
A must-read for anyone interested in services marketing! The author provides clear explanations and practical tips on how to effectively market services. Its a valuable addition to my marketing library.
I found this book to be incredibly helpful for understanding the essentials of services marketing. Its easy to read and offers practical advice that can be applied in real-world scenarios. A solid reference for any marketer.
The book is well-structured and provides deep insights into the world of services marketing. The examples and case studies are very relatable and help in better understanding the concepts. A fantastic guide!
This book provides a great introduction to services marketing. The content is well-organized and covers all the key areas needed to understand the dynamics of marketing services. A great read for both students and professionals.
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