科特勒《營銷管理》14版PPT-13章

13

效勞的設(shè)計(jì)與管理1Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-2本章重點(diǎn)問題應(yīng)該如何界定并區(qū)分效勞的類型？效勞與產(chǎn)品有哪些差異？效勞有哪些新開展？如何對(duì)效勞進(jìn)行營銷如何提升效勞質(zhì)量？產(chǎn)品營銷者如何提升顧客支持效勞水平？Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-3什么是效勞？效勞是一方能夠向另一方提供的、根本上無形的任何活動(dòng)或作業(yè)，結(jié)果不會(huì)導(dǎo)致任何所有權(quán)的發(fā)生。而且，效勞可能與某種有形產(chǎn)品聯(lián)系在一起，也可能毫無關(guān)聯(lián)。效勞無處不在Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-4Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-5效勞組合的分類純粹的有形產(chǎn)品有形物品加輔助效勞混合供給物主體效勞加輔助產(chǎn)品純粹的效勞Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-6如何對(duì)效勞進(jìn)行區(qū)分？以設(shè)備為根底/以人為根底依據(jù)不同的效勞過程進(jìn)行區(qū)分是否需要顧客在場滿足個(gè)人需要/企業(yè)需要依據(jù)目標(biāo)和所有權(quán)特征進(jìn)行區(qū)分圖13.1對(duì)不同產(chǎn)品的評(píng)估譜系Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-7Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-8效勞的突出特點(diǎn)無形性不可別離性可變性易逝性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-9實(shí)體證據(jù)和展示場所人員設(shè)備傳播資料標(biāo)志價(jià)格表13.1品牌經(jīng)驗(yàn)的各個(gè)維度Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-10不可別離性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-11可變性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-12加強(qiáng)質(zhì)量控制Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-13易逝性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-14匹配需求與效勞生產(chǎn)在需求方面采用差異定價(jià)法培植非頂峰的需求補(bǔ)充效勞預(yù)訂制度在供給方面兼職人員頂峰時(shí)采用更高效的效勞程序加大顧客的參與度共享效勞擴(kuò)大未來業(yè)務(wù)的設(shè)施Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-15新效勞的實(shí)質(zhì)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-16圖13.3顧客效勞失敗的根源Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-17Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-18對(duì)于效勞失敗的解決方案重新設(shè)計(jì)流程/過程，并重新定義顧客角色，以便簡化效勞接觸整適宜當(dāng)?shù)目萍紒韼椭鷨T工和顧客通過強(qiáng)化顧客角色的清晰性、動(dòng)機(jī)和能力創(chuàng)造出一批有卓越表現(xiàn)的顧客在有可能讓顧客相互幫助的地方，鼓勵(lì)顧客履行“公民義務(wù)〞圖13.4效勞業(yè)中的三種營銷類型Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-19Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-20最正確實(shí)踐戰(zhàn)略概念高層管理者的投入程度高標(biāo)準(zhǔn)自助效勞技術(shù)監(jiān)督系統(tǒng)滿足顧客抱怨使員工滿意圖13.5重要性－績效分析Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-21表13.3影響顧客轉(zhuǎn)換行為的因素定價(jià)不便之處核心效勞失敗效勞接觸失敗對(duì)效勞失敗的反響競爭倫理問題自然而然的轉(zhuǎn)換Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-22提升效勞質(zhì)量的幾點(diǎn)建議傾聽可靠性根本效勞效勞設(shè)計(jì)補(bǔ)救使顧客驚喜公平交易團(tuán)隊(duì)合作員工調(diào)查公仆領(lǐng)導(dǎo)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-23圖13.6效勞質(zhì)量模型Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-24Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-25效勞質(zhì)量的決定因素可靠性反響性保證性移情性有形性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 13-26顧客顧慮故障頻率停工時(shí)間額外本錢本章小