服务营销讲义3

Service Concepts: Supplementary Elements
Services Marketing 6/E 3 -1
Planning and Creating Services
Core Products and Supplementary Services
Augmenting the Core Product (Fig 3.1)
Augmenting the Core Product Designing a Service Concept
Core and Supplementary Product Design: An Integrated Perspective (Fig 3.2)
Documenting Delivery Sequence
Over Time
Core and Supplementary Services at Luxury Hotel (Offering Much More than Cheap Motel!)
What Happens, When, in What Sequence?
Time Dimension in Augmented Product (Fig 3.3)
Flowcharting Service Delivery Helps to Clarify Product Elements
Defining Core and Supplementary Elements of Our Service Product
Simple Flowchart for Delivery of a People-Processing Service (Fig 3.4)
Simple Flowchart for Delivery of a Possession-Processing Service (Fig 3.4)
Simple Flowchart for Delivery of An Information-Processing Service (Fig 3.4)
The Flower of Service: Facilitating Services—Order Taking
The Flower of Service: Enhancing Services—Consultation
The Flower of Service:Enhancing Services —Exceptions
Service Products
Product Lines and Brands
Spectrum of Branding Alternatives (Fig 3.8)
Example: British Airways Sub-brands Offering a Branded Experience (1) Offering a Branded Experience (2)
Reengineering Service Processes
Physical Goods as a Source Of
New Service Ideas
Creating Services as Substitutes for Owning and/or Using Goods (Fig 3.10)
Achieving Success in Developing New Services
Success Factors in
New Service Development
Summary of Chapter 3: Developing Service Concepts (1)
Summary of Chapter 3: Developing Service Concepts (2)。