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MKTG 358 Service Marketing is a Marketing course at OleMiss taught by the following professor: Kathy Wachter. 3 elite notetakers have produced 3 study materials for this Marketing course.
Chapter 1 – Introduction to services marketing
What is service marketing ?
Susan Lee case
Chapter 2 – Consumer behavior in a services context
Decision making and services choice
« Sullivan auto world » and « Dr. Beckett’s Dental office » (textbook)
Chapter 3 – Positioning services in competitive markets
STP of service marketing
Why Study Services?
Services Dominate the Economy in Most Nations
Most New Jobs Are Generated by Services
Powerful Forces Are Transforming Service Markets
What Are Services?
Benefits without Ownership
Four Broad Categories of Services—A Process Perspective
Mental Stimulus Pro
The Three Stage Model of Service Consumption
Evaluation of alternative services
Service Encounter Stage
Service encounters are « Moments of truth »
Service encounters range from High Contact to low Contact
The Servuction System
Theater as a Metaphor for Service D