服务营销第八版英文教辅 CHAPTER 1
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markets. • Understand how B2B services improve the productivity of
individual firms and drive economic development. • Be familiar with the difference between outsourcing and
10
Why Study Services
• Understanding Services Offers Personal Competitive Advantage
– In most countries around the world, new job creation comes mainly from services.
– Knowledge-based industries — such as professional and business services, education, and health care generate high paid jobs.
• Be familiar with the characteristics of services and the distinctive marketing challenges they pose.
• Understand the components of the traditional marketing mix applied to services.
Figure 1.6 Estimated size of service sector in selected countries as a percentage of GDP 9
Why Study Services
• Most new jobs are genef services. • Define services using the non-ownership service framework. • Identify the four broad “processing” categories of services.
2
Learning Objectives
Services Marketing: People, Technology, Strategy
CHAPTER 1
Creating Value In The Service Economy
1
Learning Objectives
By the end of this chapter, the reader should be able to: • Understand how services contribute to a country’s economy. • Know the principal industries of the service sector. • Identify the powerful forces that are transforming service
5
Why Study Services
• Services Dominate the Global Economy
– Increasing size of the service sector across the globe
– The relative share of employment between agriculture, industry and services is changing dramatically
– Service output is growing rapidly and represents more than 50% of Gross Domestic Product (GDP).
6
Evolution of Service Dominated Economy
Figure 1.4 Changing structure of employment as an economy develops
• Understand the implications of the Service-Profit Chain for service management.
• Know the framework for developing effective service marketing strategies.
7
Contribution Of Services Industries To GDP Globally
Figure 1.5 Contribution of services industries to GDP globally
8
Size Of Service Sector In Various Economies
3
Chapter Overview
4
Chapter Overview
• Why Study Services? • What are Services? • Marketing Challenges Posed by Services • Extended Marketing Mix Required for Services • Integration of Marketing with Other Management Functions • Developing Effective Service Marketing Strategies
• Describe the components of the extended marketing mix for managing the customer interface.
• Appreciate that the marketing, operations, and human resource management functions need to be closely integrated in service businesses.
individual firms and drive economic development. • Be familiar with the difference between outsourcing and
10
Why Study Services
• Understanding Services Offers Personal Competitive Advantage
– In most countries around the world, new job creation comes mainly from services.
– Knowledge-based industries — such as professional and business services, education, and health care generate high paid jobs.
• Be familiar with the characteristics of services and the distinctive marketing challenges they pose.
• Understand the components of the traditional marketing mix applied to services.
Figure 1.6 Estimated size of service sector in selected countries as a percentage of GDP 9
Why Study Services
• Most new jobs are genef services. • Define services using the non-ownership service framework. • Identify the four broad “processing” categories of services.
2
Learning Objectives
Services Marketing: People, Technology, Strategy
CHAPTER 1
Creating Value In The Service Economy
1
Learning Objectives
By the end of this chapter, the reader should be able to: • Understand how services contribute to a country’s economy. • Know the principal industries of the service sector. • Identify the powerful forces that are transforming service
5
Why Study Services
• Services Dominate the Global Economy
– Increasing size of the service sector across the globe
– The relative share of employment between agriculture, industry and services is changing dramatically
– Service output is growing rapidly and represents more than 50% of Gross Domestic Product (GDP).
6
Evolution of Service Dominated Economy
Figure 1.4 Changing structure of employment as an economy develops
• Understand the implications of the Service-Profit Chain for service management.
• Know the framework for developing effective service marketing strategies.
7
Contribution Of Services Industries To GDP Globally
Figure 1.5 Contribution of services industries to GDP globally
8
Size Of Service Sector In Various Economies
3
Chapter Overview
4
Chapter Overview
• Why Study Services? • What are Services? • Marketing Challenges Posed by Services • Extended Marketing Mix Required for Services • Integration of Marketing with Other Management Functions • Developing Effective Service Marketing Strategies
• Describe the components of the extended marketing mix for managing the customer interface.
• Appreciate that the marketing, operations, and human resource management functions need to be closely integrated in service businesses.