公安機關錄用人民警察體檢項目和標

1、Services MarketingWhat Are Services?A Different Context for Services Marketing01020304050607080192919481969197719841996Percent of GDPSource: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of t

2、he U.S. Economy, Scientific American, 244,3 (1981): 31-39. Yearn Servicesn Manufacturingn Mining & Agriculture0102030405060708019481959196719771987 1996Percent of GDPYearSource: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, “The Service S

3、ector of the U.S. Economy, Scientific American, 244,3 (1981): 31-39. n Servicesn Manufacturingn Mining & AgricultureImportance of Service SectorServicesFast growing services for the next decadeHealth servicesBusiness servicesFinance, insurance, real estateResidential careComputer & data processingCh

4、ild day-careSocial servicesTransportation servicesFactors Contributing to GrowthIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneityTangibleDominantIntangibleDominantSaltSoft DrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingF

5、ast-foodOutletsFast-foodOutletsGoodsServicesResulting ImplicationsTangibleIntangibleServices cannot be inventoried.Services cannot be patented.Services cannot be readily displayed or communicated.Pricing is difficult.StandardizedHeterogeneousService delivery and customer satisfaction depend onemploy

6、ee actions.Service quality depends on many uncontrollable factors.There is no sure knowledge that the service deliveredmatches what was planned and promoted.Productionseparate fromconsumptionSimultaneousproduction andconsumptionCustomers participate in and affect the transaction.Customers affect eac

7、h other.Employees affect the service outcome.Decentralization may be essential.Mass production is difficult.NonperishablePerishableIt is difficult to synchronize supply and demand withservices.Services cannot be returned or resold.Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard

8、 L. Berry, “Problems and Strategies in Services Marketing, Journal of Marketing 49 (Spring 1985): 33-46.Internal MarketingInteractive MarketingExternal MarketingCompany(Management)CustomersEmployees“enabling thepromise“delivering the promise“setting thepromise Source: Adapted from Mary Jo Bitner, Ch

9、ristian Gronroos, and Philip KotlerSource: Adapted from A. ParasuramanCompanyCustomersProvidersTechnologyPRODUCTPLACEPROMOTION PRICEPhysical goodfeaturesChannel typePromotionblendFlexibilityQuality levelExposureSalespeoplePrice levelAccessoriesIntermediariesAdvertisingTermsPackagingOutlet locationSalespromotionDifferentiationWarrantiesTransportation PublicityAllowancesProduct linesStorageBrandingPEOPLEPHYSICALEVIDENCEPROCESSEmployeesFacility designFlow of activitiesCustomersEquipmentNu