服务产品策略PFPPT推荐.ppt

服务产品策略PFPPT推荐.ppt

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@#@/ServicesMarketingCopyrightHoughtonMifflinCompany.Allrightsreserved.CopyrightHoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCookPowerPointPresentationbyCharlieCook1313PartThreeProductProductDecisionsDecisions成功经理人http:

@#@/ChapterLearningObjectivesTounderstandthenatureandimportanceofservicesToidentifythecharacteristicsofservicesthatdifferentiatethemfromgoodsTodescribehowthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservicesTounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequalityToexplorethenatureofnonprofitmarketing2CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/ChapterOutlineTheNatureandImportanceofServicesCharacteristicsofServicesDevelopingandManagingMarketingMixesforServicesServiceQualityNonprofitMarketing3CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/TheNatureandImportanceofServicesServiceAnintangibleproductinvolvingadeed,performance,oreffortthatcannotbephysicallypossessedApplicationofhumanand/ormechanicaleffortsdirectedatpeopleorobjectsServiceFacts（U.S.）Serviceindustriesaccountforover50%ofGDP.Serviceindustriesemploy80%ofnonfarmworkers.Morethanhalfofnewbusinessesareservicefirms.Serviceshaveincreasedintandemwiththelong-termgrowthoftheU.S.economy.4CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/CharacteristicsofServicesIntangibilityServicesareactionsthathavenopermanentphysicalqualitiesasopposedtogoodswhichcanbetouchedandpossessedovertime.InseparabilityofProductionandConsumptionTheproductionofaservicecannotbeseparatedfromitsconsumptionbythecustomer.Servicesareproduced,sold,andconsumedallatthesametime.PerishabilityServicescannotbeproducedaheadoftimeandstoreduntilneeded.5CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/TheTangibilityContinuumFIGURE13.16CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/CharacteristicsofServices（contd）HeterogeneityVariationinthequalityofservicesdeliveredbyindividualsandorganizationsClient-BasedRelationshipsInteractionsthatresultinsatisfiedcustomerswhouseaservicerepeatedlyovertime7CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/CharacteristicsofServices（contd）CustomerContactThelevelofinteractionbetweentheserviceproviderandthecustomernecessarytodelivertheserviceHigh-contactservicesrequirethecustomertobepresentduringtheproductionoftheservice.Highcontactservicesrequirewell-trainedandmotivatedservicepersonnel.Low-contactservicesdonotrequirethecustomerscontinuouspresencewhiletheserviceiscarriedout.8CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/9CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/10CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/DevelopingandManagingMarketingMixesforServicesDevelopmentofServicesPackageorbundleofservicesconsistsofcoreservicesthataretheexpectedbasicserviceexperience.supplementaryservicesthatdifferentiatetheservicebundlefromthoseofothercompetitors.“Basic,”“Standard,”and“Deluxe”servicecombinationsarecustom-tailoredtoconsumersspecificneeds.11CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/DevelopingandManagingMarketingMixesforServices（contd）DevelopmentofServices（contd）EffectivedeliveryofservicesSegmentthepleasureandcombinethepainGetbadexperiencesoutofthewayassoonaspossibleBuildcommitmentthroughchoiceGiveritualtoconsumersFinishstrong12CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/DevelopingandManagingMarketingMixesforServices（contd）DistributionofServicesCustomerscometoaservicefacility.Servicesarebroughttotheconsumer.Servicesareprovidedat“armslength”,withnoface-to-facecustomercontact.13CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/24/7ATM24/7ATMDevelopingandManagingMarketingMixesforServices（contd）DistributionofServicesMarketingchannelsaretypicallyshortanddirect,withnoorfewintermediaries.Inseparabilityofservicerequiresafocusonservicedemand/supplymanagement（e.g.,schedulingofservicedelivery）.Accessibilitytoservicesisincreasedbysubstitutingautomatedequipmentforcontactpersonnel.14CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:

@#@/DevelopingandManagingMarketingMixesforServices（contd）PromotionofServicesOvercomingtheIntangibilityofServicesProvidingtangible（symbolic）cues/imagesPromotingprice,guarantees,availability,personnelUsingconcrete,specificlanguageinadvertisingUsingpersonalsellingandword-of-mouthadvertisingOfferingservicesonatrialbasis15CopyrightHoughtonMifflinCompany.Allrightsr