principles of marketing book

Những nguyên lý tiếp thị (principles of marketing)

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Principles of marketing

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Customer Service - Principles of Service Marketing and Management - C Lovelock & L Wright

Danh mục: Tiếp thị - Bán hàng

... 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...

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Tài liệu PRINCIPLES OF INTERNET MARKETING doc

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... media social bookmarkingSMOtrackbackdiggtagtypelistblogrollviral marketing buzz marketing vblogpodcastingcontentcasting 2Topic: Internet Marketing E -Marketing vs. marketing Internet ... 10AdvantagesDemocratization of advertisingReach: Collapsing barriers of time & spaceLower risk of product / services innovationLower cost / higher ROIDigitization of all informationVirtual ... 9U.S. Online Ad Spending:5.9% of the $285 billion total U.S. advertising market in 2006Source: Wall Street Journal, May 25, 2007, pg. B1$16.9 PRINCIPLES OF INTERNET MARKETING NAPA CONSULTING GROUP...

Customer Service Principles of Service Marketing and Management_3 ppt

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... 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...

Customer Service Principles of Service Marketing and Management_5 pptx

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... 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 ... The Hampton Inn 100% Satisfaction Guarantee Service Marketing Strategy In Part III of the book, we focus on some key marketing compo-nents of the 8Ps—product elements, price and other user out-lays, ... 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...

Customer Service Principles of Service Marketing and Management_6 pptx

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... 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...

Customer Service Principles of Service Marketing and Management_7 doc

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... priceline.com and marketingguide.com Web sites, December 2000. 2. Paul J. Kraus, "Pricing the Service Offering," in Teresa A. Schwartz and Dawn Iacobucci, Handbook of Service Marketing and ... companies often designate approved garages to inspect and repair customers' vehicles when they are 192 PART THREE • SERVICE MARKETING STRATEGY THE ROLE OF MARKETING COMMUNICATION 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...

Customer Service Principles of Service Marketing and Management_8 doc

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... 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...

Customer Service Principles of Service Marketing and Management_9 pptx

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... "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...

Customer Service Principles of Service Marketing and Management_2 docx

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... 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...

Customer Service Principles of Service Marketing and Management_3 pdf

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... 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...

Customer Service Principles of Service Marketing and Management_5 docx

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... 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...

Customer Service Principles of Service Marketing and Management_6 doc

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... Journal of Services Marketing 6 (Fall 1992): 63-76. 7. Victor L. Hunter and DavidTietyen, Business to Business Marketing: Creating a Community of Customers (Lincolnwood, IL: NTC Business Books, ... 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...

Customer Service Principles of Service Marketing and Management_8 potx

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... are treated jointly in this book as one of the 8Ps of integrated service management. This reflects our belief—and that of others—that they are often two sides of the same coin. In fact, FedEx ... "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...