Tài liệu SERVICES MARKETING: People, Technology, Strategy 5/e Christopher Lovelock and Jochen Wirtz docx

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Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 5
Jochen and family at Awards Banquet for
NUS Outstanding Educator Award, 2003
T
NUS Outstanding
Educator Award,
(university-wide)
2003
(Only two awards
each year among
2,700 NUS faculty)
Previous teaching
Awards at NUS
Business School,
1996, 1998, 1999,
2001, 2002
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 6
Target Markets for SM5
 Primary targets
¾ MBA courses in services marketing, service management
¾ Upper division undergraduate courses (same)
 Secondary targets (with supplementary readings and cases)
¾ MBA courses in public and nonprofit marketing
¾ Courses in tourism, hotel and restaurant marketing
¾ Courses in marketing at other professional schools
(e.g., architecture, public health)
 Can also be used in executive education courses that
emphasize services marketing/management
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 7
Services Marketing 5/e: A Simple, Intuitive
Structure Students Understand Right Away
Part II
Key Elements of Services Marketing

Creating the Service Product

Designing the Service Communications Mix

Pricing and Revenue Management

Distributing Services
Part II
Key Elements of Services Marketing

Creating the Service Product

Designing the Service Communications Mix

Pricing and Revenue Management

Distributing Services
Part I
Understanding Services, Consumers & Markets

Introduction to Services Marketing

Consumer Behavior and Service Encounters

Positioning Services in Competitive Markets
Part I
Understanding Services, Consumers & Markets

Introduction to Services Marketing

Consumer Behavior and Service Encounters

Positioning Services in Competitive Markets
Part III
Managing the Service Delivery Process

Designing and Managing Service Processes

Balancing Demand and Capacity

Planning the Service Environment

Managing People for Service Advantage
Part III
Managing the Service Delivery Process

Designing and Managing Service Processes

Balancing Demand and Capacity

Planning the Service Environment

Managing People for Service Advantage
Part IV
Implementing Services Marketing

Managing Relationships and Building Loyalty

Customer Feedback and Service Recovery

Improving Service Quality and Productivity

Organizing for Service Leadership
Part IV
Implementing Services Marketing

Managing Relationships and Building Loyalty

Customer Feedback and Service Recovery

Improving Service Quality and Productivity

Organizing for Service Leadership
Part I
Understanding Service Products, Consumers & Markets
Part II
Key Elements of Services Marketing
Part III
Managing the Service Delivery Process
Part IV
Implementing Services Marketing
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 8
Implementation in a Course
 SM5 offers an integrative package:
¾ 15 chapters of text (with lots of examples)
¾ 8 readings
¾ 15 cases
 Not built around a central conceptual framework that must be built
through a pre-defined sequence of chapters
 Instead, offers a “toolbox” of important concepts and theoretical
constructs that have practical application to management
 Very flexible—after Part 1, chapters can be taught in multiple
sequences; certain topics can be omitted in short courses
 Links research findings to good managerial practice
 End-chapter questions, cases study questions, and suggested student
papers/projects get students to work through concepts, come up with
detailed analysis and practical solutions
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 9
SM5 CONTENT HIGHLIGHTS
Chapters, Readings, Cases,
Pedagogical Aids
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 10
Part 1: Understanding Service Products,
Consumers and Markets
1. Introduction to Services Marketing
¾ Differences among services are as important as differences
between goods and services
¾ Service success requires focus on both customers and competitive
markets
2. Consumer Behavior in Service Encounters
3. Positioning Services in Competitive Markets
¾ Positioning distinguishes a service brand from its competitors
¾ Using positioning maps to plot competitive strategy
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 11
Four Categories of Services
Employing Different Underlying Processes
(Fig. 1.5)
People Processing
Possession Processing
Mental Stimulus
Processing
Information Processing
(directed at intangible assets)
e.g., airlines, hospitals,
haircutting, restaurants
hotels, fitness centers
e.g., freight, repair,
cleaning, landscaping,
retailing, recycling
e.g., broadcasting, consulting,
education, psychotherapy
e.g., accounting, banking,
insurance, legal, research
TANGIBLE
ACTS
INTANGIBLE
ACTS
DIRECTED AT PEOPLE DIRECTED AT POSSESSIONS
What is the
Nature of the
Service Act?
Who or What is the Direct Recipient of the Service?
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 12
Positioning after New Hotel Construction:
Price vs. Service Level
(Fig. 3.6)
Expensive
Shangri-La
High
Service
Moderate
Service
Heritage
Mandarin
New Grand
Marriott
Continental
Regency
Sheraton
Italia
Alexander IV
Airport Plaza
PALACE
Atlantic
No action?
Action?
Less Expensive
Castle
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 13
Part 2: Key Elements of Services Marketing
4. Creating the Service Product
¾ Flower of Service model of core and supplementary services
5. Designing the Communications Mix for Services
6. Pricing and Revenue Management
¾ Activity based costing (ABC)
¾ Revenue management (+ Kimes & Chase reading + 2 cases)
¾ Ethical concerns and perceived fairness in pricing policies
7. Distributing Services
¾ Place, cyberspace, and time
¾ Role of intermediaries, franchising (Aussie Pooch case)
¾ International distribution of services
Slide ©2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E 1 - 14
The Flower of Service:
Categorizing Supplementary Services
(Fig. 4-5)
Core
Information
Consultation
Order-Taking
Hospitality
Payment
Billing
Exceptions
Safekeeping
Facilitating elements
Enhancing elements
KEY: