Table of Contents 1
Cover
4
Foreword
5
Preface
6
PART 1: Understanding the Fundamentals of Customer Orientation in B2B Services
Introduction to Part 1
1 Customer Orientation
1.1. Outlines and challenges of customer orientation
1.2. Marketing as the source of customer orientation
1.3. The manager’s customer orientation in response to marketing issues
2 Reality and Challenges of Service
2.1. Economy and service: from data to discourse
2.2. Defining the service
2.3. Characteristics of the service
3 Markers of B2B
3.1. Reality of the market
3.2. The relational issue
7
PART 2: Knowing the Customer
Introduction to Part 2
4 Modeling the Industrial Sector
4.1. Direct market
4.2. Indirect actors
5 Understanding the Purchase
5.1. Buying center concept
5.2. Buying process
6 Identifying Service Targets
6.1. Different types of targets
6.2. Target satisfaction challenge
8
PART 3: Making the Most of the Offer
Introduction to Part 3
7 Acting Against the Risk of Commoditization
7.1. Understanding the phenomenon of the offer commoditization
7.2. Countering the commoditization of the offer
8 Formalizing Your Offer
8.1. Positioning the offer
8.2. Design of the service offer
8.3. Plasticity of the service offer
9 Taking Care of One Commercial Action
9.1. Commercial proposal
9.2. Commercial negotiation
9
PART 4: Delivering the Service
Delivering the Service Part 4
10 Unlocking Human Potential
10.1. Associating the client
10.2. Mobilizing the team
11 Managing Service Operations
11.1. Operational efficiency
11.2. Manager’s responsibility for customer-oriented operations
12 Marketing the Tangibles
12.1. Tangible elements of the service
12.2. Challenges of tangibles
10
Conclusion
11
References
12
Index
List of Tables
1 Chapter 1Table 1.1. Over-quality and customer delight 2 Chapter 4Table 4.1. Defining one’s marketTable 4.2. Dual segmentation for B2B services 3 Chapter 7Table 7.1. Total cost of ownership in business tourism
List of Illustrations
1 Chapter 2Figure 2.1. Servuction (Eiglier 2004, p. 15). For a color version of this figure... 2 Chapter 3Figure 3.1. The new aircraft painting service industry. For a color version of t... 3 Chapter 4Figure 4.1. Supply chain of a home goods manufacturer. For a color version of th...Figure 4.2. Supply opportunities for the water supply chain. For a color version... 4 Chapter 6Figure 6.1. The gap model (Parasuraman et al. 1985). For a color version of this... Guide 1
Cover
5
Foreword
6
Preface
10
Index
11
