服务产品策略PF(英文)
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
❖ Client-Based Relationships
Interactions that result in satisfied customers who use a service repeatedly over time
13–7
Characteristics of Services
(cont’d)
❖supplementary services that differentiate the service bundle from those of other competitors.
❖“Basic,” “Standard,” and “Deluxe” service combinations are custom-tailored to consumers’ specific needs.
for Services ❖ Service Quality ❖ Nonprofit Marketing
13–3
The Nature and Importance of Services
❖ Service
An intangible product involving a deed, performance, or effort that cannot be physically possessed
The Tangibility Continuum
13–6
FIGURE 13.1
Characteristics of Services (cont’d)
❖ Heterogeneity
Variation in the quality of services delivered by individuals and organizations
❖High contact services require well-trained and motivated service personnel.
❖Low-contact services do not require the customer’s
13–8
continuous presence while the service is carried out.
❖ Customer Contact
The level of interaction between the service provider and the customer necessary to deliver the service
❖High-contact services require the customer to be present during the production of the service.
13–11
Developing and Managing Marketing Mixes for Services ❖ Development of(cSoernvitc’eds)(cont’d)
Effective delivery of services
❖Segment the pleasure and combine the pain ❖Get bad experiences out of the way as soon as
13源自文库9
13–10
Developing and Managing ❖ DMevaerlokpemtienngt oMf Siexrevicsesfor Services
Package or bundle of services consists of
❖core services that are the expected basic service experience.
❖ To describe how the characteristics of services influence the development of marketing mixes for services
❖ To understand the importance of service
13–2
quality and explain how to deliver
Chapter Outline
❖ The Nature and Importance of Services ❖ Characteristics of Services ❖ Developing and Managing Marketing Mixes
workers.
Characteristics of Services
❖ Intangibility
Services are actions that have no permanent physical qualities as opposed to goods which can be touched and possessed over time.
服务产品策略PF(英文)
Chapter Learning Objectives
❖ To understand the nature and importance of services
❖ To identify the characteristics of services that differentiate them from goods
Application of human and/or mechanical efforts directed at people or objects
❖ Service Facts (U.S.)
Service industries account for over 50% of GDP. 13–4 Service industries employ 80% of nonfarm
❖ Inseparability of Production and Consumption
The production of a service cannot be separated from its consumption by the
13–5 customer.
❖Services are produced, sold, and consumed all at the
Interactions that result in satisfied customers who use a service repeatedly over time
13–7
Characteristics of Services
(cont’d)
❖supplementary services that differentiate the service bundle from those of other competitors.
❖“Basic,” “Standard,” and “Deluxe” service combinations are custom-tailored to consumers’ specific needs.
for Services ❖ Service Quality ❖ Nonprofit Marketing
13–3
The Nature and Importance of Services
❖ Service
An intangible product involving a deed, performance, or effort that cannot be physically possessed
The Tangibility Continuum
13–6
FIGURE 13.1
Characteristics of Services (cont’d)
❖ Heterogeneity
Variation in the quality of services delivered by individuals and organizations
❖High contact services require well-trained and motivated service personnel.
❖Low-contact services do not require the customer’s
13–8
continuous presence while the service is carried out.
❖ Customer Contact
The level of interaction between the service provider and the customer necessary to deliver the service
❖High-contact services require the customer to be present during the production of the service.
13–11
Developing and Managing Marketing Mixes for Services ❖ Development of(cSoernvitc’eds)(cont’d)
Effective delivery of services
❖Segment the pleasure and combine the pain ❖Get bad experiences out of the way as soon as
13源自文库9
13–10
Developing and Managing ❖ DMevaerlokpemtienngt oMf Siexrevicsesfor Services
Package or bundle of services consists of
❖core services that are the expected basic service experience.
❖ To describe how the characteristics of services influence the development of marketing mixes for services
❖ To understand the importance of service
13–2
quality and explain how to deliver
Chapter Outline
❖ The Nature and Importance of Services ❖ Characteristics of Services ❖ Developing and Managing Marketing Mixes
workers.
Characteristics of Services
❖ Intangibility
Services are actions that have no permanent physical qualities as opposed to goods which can be touched and possessed over time.
服务产品策略PF(英文)
Chapter Learning Objectives
❖ To understand the nature and importance of services
❖ To identify the characteristics of services that differentiate them from goods
Application of human and/or mechanical efforts directed at people or objects
❖ Service Facts (U.S.)
Service industries account for over 50% of GDP. 13–4 Service industries employ 80% of nonfarm
❖ Inseparability of Production and Consumption
The production of a service cannot be separated from its consumption by the
13–5 customer.
❖Services are produced, sold, and consumed all at the