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Class Notes for MARK270 at University of Wollongong

Services Marketing

MARK270 Lecture Notes - Lecture 11: Hotels.Com, Dynamic Pricing, Congestion Pricing
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Customer often lack of knowledge of service prices: Customers lack reference prices for services Service variability limits knowledge (only expert customers) Providers are unwilling to estimate prices (e.g. hosp...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 10: Capacity Utilization, Overselling, Shortage
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Managing Demand and Capacity: The underlying issue: lack of inventory capability You can't store services Capacity constraints Demand patterns Strategies for matching capacity and demand Yie...

Marketing and Advertising
MARK270
Greg Kerr
MARK 270 Lecture 9: Customers roles in service delivery
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How customers widen the service performance gap: Lack of understanding of their roles Not being willing or able to perform their roles No rewards for good performance Interfering with other customers ...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 8: Services Marketing, Appropriate Technology
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Some important considerations: Service culture The critical importance of service employees Boundary spanning roles Strategies for delivering service quality through people Customer orientated se...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 7: Organism, Wayfinding, Differentiator
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Customer-Defined Service Standards: Factors necessary for appropriate service standards Types of customer-defined service standards Development of customer defined service standards Factors necessary for...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 6: Service Design
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Service innovation and design: Challenges inherent in service innovation and design. Types of service innovations, including service offering innovation, innovating around customer roles, and innovation th...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 5: Conditionality, Service Recovery, Customer Satisfaction
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Reliability is critical in service but In all service contexts, service failure is inevitable. Service failure occurs when service performance that falls below a customers expectations in such a way that leads t...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 4: Employee Retention, Human Resource Management, Switching Barriers
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Relationship marketing: A philosophy of doing business, a strategic orientation, that focuses on keeping current customers and improving relationships with them. Does not necessarily emphasise acquiring ne...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 3: Servqual, Mystery Shopping, Official Statistics
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Listening to customers through research: In the following slides: Using customer research to understand customer expectations. Elements in an effective service marketing research program. Analysing and inte...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 2: Self-Service, Customer Satisfaction, Valarie Zeithaml
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Customer Perceptions Customer Satisfaction Service Quality Service Encounters: the building blocks for customer perceptions Remember - the customer is Anyone who receives the company's services, includ...

Marketing and Advertising
MARK270
Greg Kerr
MARK270 Lecture Notes - Lecture 1: Services Marketing
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Definition of services: Services are economic activities performed by one party to another. Often time-based, these performances bring about desired results to recipients, objects, or other assets. In exch...

Marketing and Advertising
MARK270
Greg Kerr
Business Administration
BUS 343
All Professors
Permachart - Marketing Reference Guide: Predatory Pricing, Sales Promotion, Marketing Mix

Introductory Marketing 2 Introductory Marketing 3 permacharts TM ...

Business Administration
BUS 343
All Professors
Marketing - Reference Guides

An easy to follow summary of every key marketing principle. The ability to effectively match a product or service to a need requires a well rounded understanding of the selling, public relations, and advertising that makes...

MBA - Master's in Business Admin
MBA 643
All Professors

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