Day 1 - Tuesday, June 13

Good background reading for today - Introductory material and Chapter 1 from Zeithaml and Bitner - Service Marketing. (It's always good to hit the ground running!)

Aproximate Times and Topic

9:00	INTRODUCTIONS Who we are (complete information sheet) What you may gain from this course What I expect from you (see in particular webboard participation.) Overview of the Service Marketing Mix (the 7 P's from textbook) and the Market Audit assignment. Group discussion and reaction
10:15	Break
10:30	THE LITERATURE ON MARKETING See Resources, a partial list, of course, Examination of Review assignment. In-class Clinic Time
12:00	LUNCH
1:15	THE GAPS MODEL from Introduction to Part One (Zeithaml & Bitner) Review of concepts in Chapter 2: Consumer Behavior in Services Who is the customer and what does he/she want and expect? The Customer (User) Decision-Making Process In-class exercise. In groups, design two libraries, one to appeal to Hispanic (or another ethnic group of your choice) users and the other to appeal to American users. How would they look different? How would the services offered differ? Report to class.
2:30	Break
2:45	CUSTOMER (USER) EXPECTATIONS Adequate and Desired Service What's your "zone of tolerance" for library service? What affects expectations of service? In-class Clinic time
3:15	PREPARATION FOR TOMORROW Read chapters 2 and 3 of text. Choose organization for market audit Post a first message on the webboard (if you haven't already done so) Ask instructor any questions you may have about expectations (yours or hers)