服务营销考点内容总结

第一题：what is services and goods ,what’s their difference Services: deeds, efforts, or performances

Goods: objects, devices, or things

The distinction between goods and services :

1 it is not perfectly clear. There is no pure good and service ,many services contain at least some goods elements ,also most good at least offer a delivery service.

2 firms that conduct business on both sides of the fence

3 the property of intangibility is the primary difference in them

第二题：servanction model (A framework for understanding the consumer’s experience )

●(visible) Servicescape

●Contact personnel Service providers

●Other customers

●(invisible) Organization and systems

the Service Revolution(运行)

Industrial Management model: -工业管理-在降低成本的基础上提高利润an way to organizing a firm that focuses on revenues （收益）and operating costs （生产费用，营业成本）and ignores the role personnel（人员）play ingenerating （天生的，内在的）customer satisfaction and sustainable（可持续的）profits 1） Sales Revenues are a function of:

–Location Strategies(场所)

–Sales Promotions（促销）

–Advertising（广告，广告宣传）

2） Labor and operating costs should be kept as low as possible

3） Places a higher value on upper and middle managers

4） Replaces full-time personnel with part-time personnel to reduce costs Consequences

5） Produce dead-end（无出路的）front-line（前线，第一线）jobs, poor pay, superficial（肤浅的）training, no opportunity for advancement（晋升）, if any（如果真有的话，如果你有的话）, access to company benefits.

6） Can lead to customer dissatisfaction, flat（平的，单调，沉闷）or declining sales revenues, high employee turnover（流动率）, little service productivity（生产力，生产率）.

Market-focused（市场集中）Management model:

a new organizational model that focuses on the components （组成部分）of the firm that facilitate（减轻……困难，使便利）the firm’s service delivery system.（传递系统）

1） Recognizes（认知）that employee turnover and customer satisfaction are clearly related.

2） Employs more full-time employees.

3） Attempts to utilize（利用）innovative data （革新的资料）to examine the firm’s performance（工作情况）by looking beyond generally accepted accounting principles（公认的会计原则）

T able 2.3: Heterogeneity

Marketing Problems Possible Solutions Difficult to standardize service and quality control Customization（专业化）

Standardization

T able 2.4: Perishability

Marketing Problems Possible Solutions

Higher demand than maximum available supply（最大可资源供应）Demand strategy: Creative pricing Reservation（预订）systems

Higher demand than optimal supply level（最佳供应水平）Development of complementary（互补的）services Lower demand than optimal supply level Development of nonpeak（非高峰{时间}的）demand Demand and supply at optimal levels All 5 Supply strategies：

•Utilize(雇佣) part-time employees

•Share capacity（资源共享）

•Prepare in advance for expansion（膨胀）

•Utilize third-parties（第三方）

•Increase in customer participation（分享参与）