服务营销 PPT

▪ All elements within the control of the firm that municate the firm’s capabilities and image to customers or that influence customer satisfaction with the firm’s product and services:
Service Marketing
主要参考资料
▪ 1、Services Marketing in Asia（6/E） / Christopher Lovelock(克里斯托弗.洛夫洛克)，中国人民大学出版社
▪ 2、 服务营销/阳林主编，电子工业出版社，2007 ▪ 3、服务营销/王永贵著，北京师范大学出版社，2007 ▪ 4、服务营销管理/郭国庆主编，中国人民大学出版社，
Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39.
▪ Introduce the expanded marketing mix for services and the philosophy of customer focus, as powerful frameworks and themes that are fundamental to the rest of the text.
Implications of Simultaneous Production and Consumption
▪ Customers participate in and affect the transaction ▪ Customers affect each other ▪ Employees affect the service oute ▪ Decentralization may be essential ▪ Mass production is difficult
Objectives for Chapter 1: Introduction to Services
▪ Explain what services are and identify important trends in services.
▪ Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating.
Table 1.2
Goods versus Services
Source: A. Parasuraman, V.A. Zeithaml, and L. L. Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing 49 (Fall 1985), pp. 41–50.
Characteristics of Services pared to Goods
Intangibility
Heterogeneity
Simultaneous Production and
Consumption
Perishability
Implications of Intangibility
Chapter
1
▪ What are services? ▪ Why services marketing? ▪ Service and Technology ▪ Characteristics of Services pared to Goods ▪ Services Marketing Mix ▪ Staying Focused on the Customer
Examples of Service Industries
▪ Health Care
▪ hospital, medical practice, dentistry, eye care
▪ Professional Services
▪ accounting, legal, architectural
▪ Services cannot be inventoried ▪ Services cannot be easily patented ▪ Services cannot be readily displayed or municated ▪ Pricing is difficult
Implications of Heterogeneity
Source: Survey of Current Business, April 1998, Table d July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39.
Cosmetics
Fast-food Outlets
Intangible Dominant
Tangible Dominant
Fast-food
Outlets Advertising Agencies
Airlines Investment
Management Consulting
Teaching
▪ Explore the profound impact of technology on service.
▪ Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses.
▪ Financial Services
▪ banking, investment advising, insurance
▪ Hospitality
▪ restaurant, hotel/motel, bed & breakfast ▪ ski resort, rafting
▪ Travel
▪ airline, travel agency, theme park
Implications of Perishability
▪ It is difficult to synchronize supply and demand with services
▪ Services cannot be returned or resold
Challenges for Services
efforts ▪ Setting prices ▪ Finding a balance between standardization versus
personalization ▪ Ensuring the delivery of consistent quality
Traditional Marketing Mix
▪ Others
▪ hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design
Figure 1.1
Contributions of Service Industries to U.S. Gross Domestic Product
Figure 1.4
Percent of U.S. Gross Domestic Product by Industry
Percent of GDP
80 70 60 50 40 30 20 10
0 1948 1959 1967 1977 1987 1999 Year
Services Manufacturing Mining & Agriculture
Figure 1.3
Percent of U.S. Labor Force by Industry
Percent of U.S. Labor Force
80 70 60 50 40 30 20 10
0 1929 1948 1969 1977 1984 1999 Year
Services Manufacturing Mining & Agriculture
▪ Defining and improving quality ▪ Designing and testing new services ▪ municating and maintaining a consistent image ▪ Accommodating fluctuating demand ▪ Motivating and sustaining employee commitment ▪ Coordinating marketing, operations, and human resource
Source: Inside Sam’s $100 Billion Growth Machine, by David Kirkpatrick, Fortune, June 14, 2004, p 86.
Figure 1.2
Tangibility Spectrum
Salt