演示文稿服務(wù)營銷最完整

（優(yōu)選）服務(wù)營銷最完整版現(xiàn)在是1頁\一共有24頁\編輯于星期五主講老師：陽林Tel：Email：現(xiàn)在是2頁\一共有24頁\編輯于星期五現(xiàn)在是3頁\一共有24頁\編輯于星期五主要參考資料1、ServicesMarketinginAsia（6/E）/ChristopherLovelock(克里斯托弗.洛夫洛克)，中國人民大學(xué)出版社2、

服務(wù)營銷/陽林主編，電子工業(yè)出版社，20073、服務(wù)營銷/王永貴著，北京師范大學(xué)出版社，20074、服務(wù)營銷管理/郭國慶主編，中國人民大學(xué)出版社，20055、服務(wù)管理/菲茨西蒙斯著，機(jī)械工業(yè)出版社，20036、期刊類：南開管理評論、管理世界、中國營銷科學(xué)學(xué)報(bào)7、外文期刊：ServicesMarketing，Marketing現(xiàn)在是4頁\一共有24頁\編輯于星期五Part1FOUNDATIONSFORSERVICESMARKETING現(xiàn)在是5頁\一共有24頁\編輯于星期五1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer現(xiàn)在是6頁\一共有24頁\編輯于星期五ObjectivesforChapter1:

IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.現(xiàn)在是7頁\一共有24頁\編輯于星期五ExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign現(xiàn)在是8頁\一共有24頁\編輯于星期五Figure1.1

ContributionsofServiceIndustriesto

U.S.GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86.現(xiàn)在是9頁\一共有24頁\編輯于星期五Figure1.2

TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets現(xiàn)在是10頁\一共有24頁\編輯于星期五01020304050607080192919481969197719841999PercentofU.S.LaborForceSource:SurveyofCurrentBusiness,April1998,TableB.8,July1988,Table6.6B,andJuly1992,Table6.4C;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.Year

ServicesManufacturingMining&AgricultureFigure1.3

PercentofU.S.LaborForcebyIndustry現(xiàn)在是11頁\一共有24頁\編輯于星期五01020304050607080194819591967197719871999PercentofGDPYearSource:SurveyofCurrentBusiness,August1996,Table11,April1998,TableB.3;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.ServicesManufacturingMining&AgricultureFigure1.4

PercentofU.S.GrossDomestic

ProductbyIndustry現(xiàn)在是12頁\一共有24頁\編輯于星期五Table1.1

EightCentralParadoxesofTechnologicalProductsSource:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.123–47.現(xiàn)在是13頁\一共有24頁\編輯于星期五Table1.2

GoodsversusServicesSource:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.41–50.現(xiàn)在是14頁\一共有24頁\編輯于星期五WhystudyServicesMarketing?Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits現(xiàn)在是15頁\一共有24頁\編輯于星期五CharacteristicsofServices

ComparedtoGoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity現(xiàn)在是16頁\一共有24頁\編輯于星期五ImplicationsofIntangibilityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult現(xiàn)在是17頁\一共有24頁\編輯于星期五ImplicationsofHeterogeneityServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted現(xiàn)在是18頁\一共有24頁\編輯于星期五ImplicationsofSimultaneousProductionandConsumptionCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult現(xiàn)在是19頁\一共有24頁\編輯于星期五ImplicationsofPerishabilityItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold現(xiàn)在是20頁\一共有24頁\編輯于星期五ChallengesforServicesDefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentquality現(xiàn)在是21頁\一共有24頁\編輯于星期五TraditionalMarketingMixAllelementswithinthecontrolofthefirmthatcommunicatethefirm’scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm’sproductandservices:ProductPricePlacePromotion現(xiàn)在是22頁\一共有24頁\編輯于星期五ExpandedMixforServices--

The7PsProductPricePlacePromotionPe