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1. Introduction
2. The difference of service marketing
3. If you are a marketing manager
4. Outline of this talk
5. Defining a service
6. Services now dominate developed economies
7. 19th century England-industrial/service revolution
8. All businesses are service businesses
9. Key characteristics of services
10. Intangibility
11. Intangibility increases perceived risk of service
12. Holidays are very intangible
13. Inseparability
14. Designing' the customer into the service
15. Key issues in consumer co-production
16. Inseparability can be overcome
17. Variability
18. Service quality
19. Perishability
20. Demand and supply management
21. Ownership of services
22. Marketing challenges for a gym
23. Analysis of the service offer
24. The core service
25. Core service offer of a mobile phone
26. The secondary service
27. The secondary service - example
28. An extended services marketing mix
29. She should make her customers happy
30. Marketing and operations management
31. An integrated view
32. Services marketing vs. goods marketing
33. The goods services continuum
34. Goods as 'self-services'
35. Credit crunch: many service sectors suffering
36. Coffee machine makers do well...
37. A service dominant logic of marketing
38. A new car: goods or service based product
39. Thank you

Topics Covered

• Service based economies
• Effects of intangibility, inseparability and perishability
• Designing service processes
• Industrialisation of services
• Service failure and recovery
• The interface between services marketing, operations management and human resource management
• Managing demand and capacity for services
• Service quality
• Service dominant

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 30, 2012