A Customer-oriented Manager for B2B Services

Name: A Customer-oriented Manager for B2B Services | Principles and Implementation
Brand: Wiley-ISTE
Price: 139.99 EUR
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Principles and Implementation

Valerie Mathieu(Autor*in)

Wiley-ISTE (Verlag)

1. Auflage

Erschienen am 11. Februar 2022

272 Seiten

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978-1-119-90241-6 (ISBN)

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Inhalt

Cover
Half-Title Page
Title Page
Copyright Page
Contents
Foreword
Preface
Part 1. Understanding the Fundamentals of Customer Orientation in B2B Services
Introduction to Part 1
Chapter 1. Customer Orientation
1.1. Outlines and challenges of customer orientation
1.1.1. Customer orientation framework
1.1.2. Benefits of customer orientation
1.1.3. Implementing customer orientation
1.2. Marketing as the source of customer orientation
1.2.1. Marketing as a corporate culture
1.2.2. Strategic marketing
1.2.3. Operational marketing
1.3. The manager's customer orientation in response to marketing issues
1.3.1. Restricted marketing
1.3.2. Marketing exposure to technological challenges
Chapter 2. Reality and Challenges of Service
2.1. Economy and service: from data to discourse
2.1.1. The economic weight of service
2.1.2. Discourses on service
2.2. Defining the service
2.2.1. The organizational angle: the concept of servuction
2.2.2. The market angle: a process and an outcome
2.3. Characteristics of the service
2.3.1. Intangibility
2.3.2. Simultaneity
2.3.3. Heterogeneity
2.3.4. Perishability
Chapter 3. Markers of B2B
3.1. Reality of the market
3.1.1. Market option
3.1.2. Derived demand
3.2. The relational issue
3.2.1. Framework of the client-provider relationship
3.2.2. Relational excellence
Part 2. Knowing the Customer
Introduction to Part 2
4. Modeling the Industrial Sector
4.1. Direct market
4.1.1. Knowing one's market in its entirety
4.1.2. Segmentation
4.1.3. Targeting
4.2. Indirect actors
4.2.1. Identifying the actors
4.2.2. Managers' responsibility towards indirect actors
Chapter 5. Understanding the Purchase
5.1. Buying center concept
5.1.1. Composition of the buying center
5.1.2. The buyer
5.2. Buying process
5.2.1. The launch
5.2.2. Call for tenders
5.2.3. From short list to contract
Chapter 6. Identifying Service Targets
6.1. Different types of targets
6.1.1. Targets within the direct client organization
6.1.2. Targets in the sector
6.2. Target satisfaction challenge
6.2.1. The notion of satisfaction
6.2.2. Measuring satisfaction
Part 3. Making the Most of the Offer
Introduction to Part 3
Chapter 7. Acting Against the Risk of Commoditization
7.1. Understanding the phenomenon of the offer commoditization
7.1.1. Characteristics of a commoditized market
7.1.2. Explanatory factors
7.1.3. The commoditization trap
7.2. Countering the commoditization of the offer
7.2.1. Strategies for presenting the offer
7.2.2. Strategies for enriching the offer
Chapter 8. Formalizing Your Offer
8.1. Positioning the offer
8.1.1. The notion of positioning
8.1.2. The manager and positioning
8.2. Design of the service offer
8.2.1. Structure of the service offer
8.2.2. Service innovation
8.3. Plasticity of the service offer
8.3.1. Levels of plasticity
8.3.2. Presentation of the service offer
Chapter 9. Taking Care of One Commercial Action
9.1. Commercial proposal
9.1.1. Documents and materials
9.1.2. Oral presentation
9.2. Commercial negotiation
9.2.1. Preparing for the negotiation
9.2.2. Negotiating
Part 4. Delivering the Service
Introduction to Part 4
Chapter 10. Unlocking Human Potential
10.1. Associating the client
10.1.1. Principles of client participation in the service
10.1.2. A more complex reality in B2B
10.1.3. The manager orchestrates the client's participation
10.2. Mobilizing the team
10.2.1. A team in a service situation
10.2.2. An expanded team
10.2.3. Customer-oriented leadership
Chapter 11. Managing Service Operations
11.1. Operational efficiency
11.1.1. Operational effectiveness framework
11.1.2. Specificities of operational efficiency in services
11.2. Manager's responsibility for customer-oriented operations
11.2.1. Operations and quality of service
11.2.2. Operations and service experience
11.2.3. Operations and profitability
Chapter 12. Marketing the Tangibles
12.1. Tangible elements of the service
12.1.1. Nature of tangible elements
12.1.2. Dual function of tangible elements
12.2. Challenges of tangibles 12.2.1. The human being in a physical environment
12.2.2. Tangible element of the service brand
Conclusion
References
Index
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