principles of marketing 15th ebook

Ngày tải lên: 15/08/2013, 14:26

Ngày tải lên: 17/08/2013, 09:20

... Underlying such failures is often a lack of understanding of some of the key principles of service marketing and management. Technological change affects many other types of services, too, from ... Books, 1990), 31—34;John Bowen, "Development of a Taxonomy of Services to Gain Strategic Marketing Insights," Journal of the Academy of Marketing Science 18 (Winter 1990): 43—49; Rhian ... computers. The Internet offers new ways to deliver service for a broad array of industries. Many Web sites, however, offer an example of marketing goods through service rather than marketing a core...

Ngày tải lên: 07/02/2013, 09:52

... bookmarking SMO trackback digg tag typelist blogroll viral marketing buzz marketing vblog podcasting contentcasting 2 Topic: Internet Marketing  E -Marketing vs. marketing  Internet demographics  Advantages  New contagions of information  Impact ... 10 Advantages  Democratization of advertising  Reach: Collapsing barriers of time & space  Lower risk of product / services innovation  Lower cost / higher ROI  Digitization of all information  Virtual ... 9 U.S. Online Ad Spending: 5.9% of the $285 billion total U.S. advertising market in 2006 Source: Wall Street Journal, May 25, 2007, pg. B1 $16.9 PRINCIPLES OF INTERNET MARKETING NAPA CONSULTING...

Ngày tải lên: 09/12/2013, 20:15

Ngày tải lên: 30/12/2013, 00:36

... for choice of service processes, presentation of physical evidence, and use of marketing communications—not least for educational purposes. Several of the distinctive characteristics of services ... solution. ~~ Review of Principles of Market Segmentation Market segmentation is central to almost any professionally planned and executed marketing& apos;program. The concept of seg- mentation ... Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12. predicted service: the level of service quality a customer...

Ngày tải lên: 21/06/2014, 04:20

... inconve- nience and/or loss of time and money because of service failures, either a monetary payment or an offer of equiva- lent service in kind is appropriate. This type of recovery strategy may ... concerning what types of supplementary services to offer. A study of Japanese, American, and European firms found that most simply added layer upon layer of services to their core offerings without ... Nature, Purpose, and Findings," Journal of Marketing 60 (October 1996): 7-18. 11. Society of Consumer Affairs Professionals (SOCAP), Study of Consumer Complaint Behaviour in Australia,...

Ngày tải lên: 21/06/2014, 04:20

... addressed by offering unsold tickets at deeply discounted prices on the day of the performance. Yield Management Service organizations often use the percentage of capacity sold as a measure of opera- tional ... agreed to hold their offers open for a specified period of time, during which Priceline sought to fulfill their offers from inventory provided by participating sellers. Users of the service had ... be the basis of pricing? a. Execution of a specific task b. Admission to a service facility c. Units of time (hour, week, month, year) d. Percentage commission on the value of the transaction...

Ngày tải lên: 21/06/2014, 04:20

... instead of) cash. Insurance companies often designate approved garages to inspect and repair customers' vehicles when they are 192 PART THREE ã SERVICE MARKETING STRATEGY THE ROLE OF MARKETING ... take advantage of them. A specific set of communications objectives might be: (1) to create awareness of the new offering among all existing customers; (2) to attract the attention of prospective ... and Employees," Journal of Marketing 56 (April 1992): 57—71. 16. Louis Fabien, "Making Promises: The Power of Engagement," Journal of Services Marketing ll,no.3 (1997): 206-214....

Ngày tải lên: 21/06/2014, 04:20

... two clusters of hotels in the vicinity of the shopping district and convention center: a relatively luxurious group of three, and a second group of two offering a moderate level of luxury. After ... they do often represent distinctive new ways of delivering existing products, either with the intent of offering more convenience and a different experience for existing customers or of attracting ... to offer broad- band Internet access. Many banks sell insurance products in the hope of increasing the number of profitable relationships with existing customers. American Express, too, offers...

Ngày tải lên: 21/06/2014, 04:20

... "The Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12. satisfaction-profit chain: a strategic framework ... principal causes of observed outcomes. Application of this technique often highlights a phenomenon known as the "80/20 rule," showing that approximately 80 percent of the value of one variable ... if the number of extra cus- tomers served is minimal, there are both operational and marketing advantages to remaining open 24 hours. The incremental cost of extending hours is often relatively...

Ngày tải lên: 21/06/2014, 04:20

... solution. ~~ Review of Principles of Market Segmentation Market segmentation is central to almost any professionally planned and executed marketing& apos;program. The concept of seg- mentation ... for choice of service processes, presentation of physical evidence, and use of marketing communications—not least for educational purposes. Several of the distinctive characteristics of services ... Berry, and A. Parasuraman, "The Nature and Determinants of Customer Expectations of Services," Journal of the Academy of Marketing Science 21 (1993). 8. Valarie A. Zeithaml, Leonard...

Ngày tải lên: 21/06/2014, 13:20

... purchasers of industrial goods. Research by Coviello, Brodie, and Munro suggests that there are three distinct cat- egories of relationship marketing: database marketing, interaction marketing, ... net- work marketing. 6 Database Marketing In this type of marketing, the focus is on the market transaction but includes information exchange. Marketers rely on information technology—in the form of ... Realizing the Full Profit Potential of a Customer Relationship How much is a loyal customer worth in terms of profits? In a classic study, Reichheld and Sasser analyzed the profit per customer...

Ngày tải lên: 21/06/2014, 13:20

... addressed by offering unsold tickets at deeply discounted prices on the day of the performance. Yield Management Service organizations often use the percentage of capacity sold as a measure of opera- tional ... advantage of the low price." 15 Successful yield management strategies require an understanding of the shape of the demand curve and an ability to relate the size and price levels of the ... of discount from the full price. 16 Physical fences include observable characteristics of the customer (like child versus adult) and service characteristics such as class of travel, type of...

Ngày tải lên: 21/06/2014, 13:20

... and Employees," Journal of Marketing 56 (April 1992): 57—71. 16. Louis Fabien, "Making Promises: The Power of Engagement," Journal of Services Marketing ll,no.3 (1997): 206-214. ... messages delivered through mass media are often reinforced by direct marketing tools like mailings, telemarketing, faxes, or e- mail. Direct marketing, which offers the potential to send personalized ... security officers checking that bag on an X-ray machine were captioned, "This is Trend Micro." 192 PART THREE ã SERVICE MARKETING STRATEGY THE ROLE OF MARKETING COMMUNICATION Marketing...

Ngày tải lên: 21/06/2014, 13:20