Essentials Of Services Marketing

Essentials Of Services Marketing

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Jochen Wirtz is Professor of Marketing at the National University of Singapore (NUS) and an international fellow of the Service Research Center at Karlstad University, Sweden. Dr Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years.

Professor Wirtz's research focuses on service marketing and has been published in over 200 academic articles, book chapters and industry reports. He is an author or co-author of over ten books, including Services Marketing - People, Technology, Strategy (World Scientific, 8th edition, 2015), co-authored with Professor Lovelock, which has become one of the world's leading services marketing text book that has been translated and adapted for over 26 countries and regions, and with sales of some 800,000 copies. His other books include Essentials of Services Marketing (Prentice Hall, 3rd edition, 2015), the forthcoming Winning in Service Markets: Marketing, People, Processes & Technology (World Scientific, 2015), and Flying High in a Competitive Industry: Secrets of the World's Leading Airline (McGraw Hill, 2009).

The late Christopher Lovelock was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. From 2001 to 2008, he had been an adjunct professor at the Yale School of Management, where he taught services marketing in the MBA program.

Widely acknowledged as a thought leader in services, Professor Lovelock has been honored by the American Marketing Association's prestigious Award for Career Contributions in the Services Discipline. This award has been renamed to the SERVSIG Christopher Lovelock Career Contribution Award to his honor. His article with Evert Gummesson, "Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives" won the AMA's Best Services Article Award in 2005. Earlier, he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he has twice won top honors in the BusinessWeek "European Case of the Year" Award. For further information see www.lovelock.com.

DescriptionThe concentration in sales and marketing essentials offers a set of courses that cover essential marketing knowledge in a wide variety of marketing application domains. While students are required to enroll in two fundamental courses in marketing (Essentials of Marketing and Essentials of Selling), students can then choose four other courses from a larger set (services marketing, business marketing, global marketing, sports business and advertising) to tailor their concentration to their particular interests. While some courses are offered in a face-to-face setting, the entire concentration is offered online for flexibility and convenience. Students may not pair the Sales and Marketing Essentials concentration with the Business or Small Business concentrations.

Essentials of Services Marketing, 3rd Edition is meant for courses directed at undergraduate and polytechnic students, especially those heading for a career in the service sector, whether at the executive or management level. It delivers streamlined coverage of services marketing topics with an exciting global outlook with visual learning aids and clear language. It has been designed so that instructors can make selective use of chapters and cases to teach courses of different lengths and formats in either services marketing or services management.

The third edition of ESM retains some of the key features that have made it successful, and improves on other aspects of the textbook to help students understand services marketing more effectively. These features include the following:

Students are required to enroll in two fundamental courses in marketing and also choose three additional courses from a larger set (services marketing, business marketing, global marketing, sports business and advertising) to tailor the certificate to their particular interests.

The certificate in sales and marketing essentials requires 15 credit hours. The entire certificate may be completed online.To receive the certificate, students must complete all courses with a grade of "C" (2.00 on a scale of 4.00) or better.Required Courses -- 6 credit hoursMKT 390: Essentials of Marketing (3)MKT 391: Essentials of Selling (3)Electives (choose three) -- 9 credit hoursMKT 392: Essentials of Business Marketing (3)MKT 395: Essentials of Advertising and Marketing Communication (3)MKT 396: Essentials of Services Marketing (3)MKT 397: Essentials of Global Marketing (3)MKT 398: Essentials of Sports Business (3)Prerequisite courses may be needed in order to complete the requirements of this certificate.

Graduates who have combined the certificate in sales and marketing essentials with their major program of study may become more marketable to employers, and they often decide to pursue employment in sales or marketing.

Marketing is an inevitable process for every business because it enables a firm to communicate to its clients about its products (Gary & Kotler, 2005). There are various marketing concepts that a firm can adapt to market itself and its products. The choice of the concepts is dependent on the product under sale and the organizational objectives.

The use of selling and marketing concepts also creates confidence in potential clients (Drummond & Ensor, 2005). The attractiveness of the vehicle catches the attention of customers and achieves the objective of the marketing manager, which is to attract customers. The use of superior product features creates a strong brand thereby helping the company to sell its automobiles at premium prices (Ghauri & Cateora, 2014).

Services dominate the expanding world economy as never before, and technology continues to evolve in dramatic ways. Established industries and their often famous and old companies decline and may even disappear as new business models and industries emerge. Competitive activity is fierce, with firms often using new strategies and technologies to respond to changing customer needs, expectations and behaviors. This book has been written in response to the global transformation of our economies to services. Clearly, the skills in marketing and managing services have never been more important!

The 3rd edition has just been published. It is a concise and reader-friendly guide to marketing and managing services. It encompasses cutting-edge service concepts and the latest developments, academic research as well as managerial insights. This book combines a practical, real-world focus with rich visual pedagogy to present an engaging and exciting look at the world of the service economy.

To successfully market a service business, it is important to understand the eight elements of service marketing. Understanding and contemplating these elements for your own marketing applications will allow you to optimize your market spend.

Place is largely defined by your target market. To effectively sell and deliver a service, you need to be where the prospects and customers are. Attorney offices are typically found near a courthouse, and medical practices are often clustered around a hospital. For the service business you are marketing, the proper place means less travel time between revenue opportunities and also the appearance that you are somehow connected with the larger entity.

Having the right people makes all the difference to a service business. The way that staff and leadership interact with prospects and clients contributes to business success. Create a marketing plan that promotes your service business staff, not just your brand. Customers are find more value in personal relationships with their service providers over brand recognition.

Service firms are hired for their knowledge. Staff and owner knowledge is a notable marketing tool. If you are in marketing consultation, offer your expertise and opinions on social media, blog posts and other marketing tools. If you are running a high-end restaurant, offer food and beverage pairings and information about the preparation of your offerings. This sends a clear message of expertise to prospects; it makes service into an experience.

Value is often more important than price as a marketing message. When building a marketing plan for a service business, place the focus on value. Successful service firms have a keen understanding of average customer-value perceptions and clearly communicate how they meet or exceed those expectations for the client's benefit. For example, if the majority of prospects are focused on how fast a service is delivered, then marketing materials should emphasize speed over other considerations.

Products are often defined by an industry's customers. Products get created in response to customer needs, so should be able to bridge a gap between your representative and the client. Service firms show they are listening by creating a product message that demonstrates how clients benefit. Use your services to advertise your products; customer service representatives are unique in that they can tailor conversations to specific potential clients and truly identify solutions for them.

If you are planning to open your own small business, the first step is to develop a business plan. The next step is to develop a marketing plan, as all business plans should be paired with a strategy for marketing your products or services. Marketing strategies vary in format, but they all have the common goal of attracting and building relationships with customers. The style is up to you, but it should include the following elements.

You will need to develop realistic and measurable marketing goals that cover a full calendar year and are aligned with your business plan. Common goals in a marketing strategy include a targeted increase in products sold and a growth in customers. Your strategy will help you achieve your goals. As you develop it, you should factor in the type of products or services you are selling, how and where you sell them, and the level of consumer awareness surrounding your business. 781b155fdc