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  • Service Marketing from A to Z: Xây dựng chiến lược Marketing Dịch vụ

  • 1. Introduce to Service Marketing
    • 1.1   Course Introduction
    • 1.2   Handout: Foundation of Service Marketing
    • 1.3   Service Importance & Definition
    • 1.4   Service Characteristics
    • 1.5   Challenges for Service Marketing
    • 1.6   4 Categories of Service
    • 1.7   7Ps of Service Marketing
  • 2. Consumer Behaviors in Service Context
    • 2.1   Pre-Purchase Stage: Service Attributes
    • 2.2   Pre-Purchase Stage: Perceived Risks
    • 2.3   Pre-Purchase Stage: Service Expectation
    • 2.4   Service Encounter Stage: "Moment of Truth"
    • 2.5   Post-Encounter Stage
  • 3. Positioning Services in Competitive Market
    • 3.1   3Cs Analysis
    • 3.2   Segmentation & Targeting
    • 3.3   Positioning
  • 4. Developing Service Products & Brands
    • 4.1   Components of a Service Product
    • 4.2   Example: The Flower of Service - Spa
    • 4.3   The Flower of Service - Implication
  • 5. Distributing Services Through Physical & E-Channels
    • 5.1   What is Distributed?
    • 5.2   How can Service be Distributed?
    • 5.3   Where & When should a Service be Distributed?
    • 5.4   The Roles of Intermediaries
  • 6. Setting Prices & Implementing Revenue Management
    • 6.1   Pricing Strategy: Objectives & Foundation
    • 6.2   Cost - Price Floor
    • 6.3   Price Ceiling & Competition-based Pricing
    • 6.4   Revenue Management
    • 6.5   Rate Fences
  • 7. Balancing Demand & Capacity
    • 7.1   Managing Demand & Capacity
    • 7.2   Managing Capacity
    • 7.3   Understanding Patterns to Manage Demand
    • 7.4   Managing Demand through Marketing Mix Elements
    • 7.5   Inventory Demand through Queuing Systems
    • 7.6   Inventory Demand through Reservation Systems
    • 7.7   Demand Management for Different Capacity Situations
  • 8. Promoting Services & Educating Customers
    • 8.1   Target Audience & Communication Objectives
    • 8.2   Tactical Communication Objectives
    • 8.3   Communication Messages
    • 8.4   Channel Integration
    • 8.5   Communication Timing
  • 9. Designing Service Process
    • 9.1   Service Process: Flowchart
    • 9.2   Service Process: Blueprint
    • 9.3   Example: Service Blueprint - Spa (Stage 1)
    • 9.4   Example: Service Blueprint - Spa (Stage 2)
    • 9.5   Example: Service Blueprint - Spa (Stage 3)
    • 9.6   Identifying Fail Points
    • 9.7   Setting Service Standard & Target
  • 10. Crafting the Service Environment
    • 10.1   Purposes of Service Environment
    • 10.2   Service Environmental Dimensions
    • 10.3   Designing Effective Service Environment
    • 10.4   Reference: The Effect of Ambient Conditions
  • 11. Managing People for Service Advantage
    • 11.1   The Importance of People in Service Context
    • 11.2   Service Talent Cycle & Organizational Pyramid
  • 12. Improving Service Quality & Productivity
    • 12.1   Measuring Service Quality
    • 12.2   The Gaps Model in Service Design & Delivery
    • 12.3   Example: Gap Model


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Buổi 6 - Setting Prices & Implementing Revenue Management

Cost - Price Floor


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