中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER12Word文档格式.docx

中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER12Word文档格式.docx

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AstheUnitedStatesmovesincreasinglytowardaserviceeconomyandbeyond,marketersneedtoknowmoreaboutmarketingserviceproducts.Servicesareactivitiesorbenefitsthatonepartycanoffertoanotherthatareessentiallyintangibleanddonotresultinownershipofanythingtangible.Servicesareintangible,inseparable,variable,andperishable.Eachcharacteristicposesproblemsandrequiresstrategies.Marketershavetofindwaystomaketangibletheintangible;

toincreasetheproductivityofproviderswhoareinseparablefromtheproduct;

tostandardizequalityinthefaceofvariability;

andtoinfluencedemandmovementsandsupplycapacitiesbetterinthefaceofserviceperishability.

Becauseservicesgenerallyareintangible,customersperceivethemasamoreriskypropositionandevaluationmoredifficult.Accordingly,theytendtorelymoreonpersonalreferencesorinformationsources,reputation（brandnameandimage）,andthepriceand/orfacilitiesoftheserviceproviderasanindicationofquality.Amongthemeansbywhichtheserviceprovidercanreinforcetheseelementsandovercometheperceptionsofriskistoreducethecomplexityinvolvedwiththeservice（paperworkandbureaucracy）,stressthepositiveelementsoftangibilityintheservice,makeallcommunicationswiththecustomerveryclearandunambiguous,andfocusconstantlyonservicequality.

Serviceindustrieshavetypicallylaggedbehindmanufacturingfirmsinadoptingandusingmarketingconcepts,butthisischanging.Servicesmarketingstrategycallsnotonlyforexternalmarketingbutalsoforinternalmarketingtomotivateemployees,andinteractivemarketingtocreateskillsintheserviceproviders.Further,inthefuturecustomerswillusemoretechnicalandfunctionalcriteriatojudgethequalityofservices.

Evenproduct-basedcompaniesmustprovideandmanageaservicebundlefortheircustomers;

infact,theirservicesbundlemaybemorecriticalthantheproductinwinningcustomers.Theservicemixincludespre-saleservicessuchastechnicaladviceanddependabledelivery,aswellaspostsaleservicesincludingpromptrepairandpersonneltraining.Themarketerhastodecideonthemix,quality,andsourceofvariousproductsupportservicesforcustomers.Servicemarketers,tosucceed,mustcreatecompetitivedifferentiation,offerhighservicequality,andfindwaystoincreaseserviceproductivitywithoutreducingtheperceivedservicelevel.

B.LearningObjectives

∙Learnhowtodefineandclassifyvariousservices.

∙Understandthedistinctivecharacteristicsofservices.

∙Determinehowservicefirmscanimprovetheirdifferentiation,quality,andproductivity.

∙Recognizedhowgoods-producingcompaniescanimprovetheircustomer-supportservice.

C.ChapterOutline

I.Introduction

II.TheNatureofServices

∙Anyactorperformanceonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.

∙Mayormaynotbetiedtoaphysicalproduct.

A.CategoriesofServiceMix

1.Puretangiblegood

2.Tangiblegoodwithaccompanyingservices

3.Hybrid

4.Majorservicewithaccompanyingminorgoodsandservices

5.Pureservice（degreeofpeopleandequipmentbasedserviceactivityprovidesanimportantvariableinthegoods-to-servicemix）

B.CharacteristicsofServicesandtheMarketingImplications

1.Intangibility-Servicescannotbeseen,heard,touched,tastedorfelt.Acriticalelementhereisthesignsorevidenceofservicequalitytotransformintangibleservicesintomeaningfulbenefits

2.Inseparability-Servicesareproducedandconsumedsimultaneously,andtheprovider-clientinteractionisanimportantaspectintheoutcome.

3.Variability-Thequalityofaservicedependsonwhen,where,andbywhomtheyareprovided,withtrainingacrucialdifferentiator.

4.Perishability-Servicescannotbestoredforlateruse.Thereareseveralstrategiesthatcanbeusedforproducingabettermatchbetweenservicedemandandsupply.

III.MarketingStrategiesforServiceFirms

A.Threeadditional“Ps”

1.People（shouldbecompetent,caringandresponsive）

2.Physicalevidence（developmentofalookandobservablestyle）

3.Processes（howtheserviceisdelivered）.

a）Goal:

achieveahighlevelofinteractivemarketingbetweenproviderandclient.

B.ManagingDifferentiation–

1.Offer,fasterdelivery,betterdelivery,and/orbetterimage,asperceivedbycustomers.

2.Developadifferentiatedoffer,delivery,orimageasthealternativetopricecompetition）.

C.ManagingServiceQuality–

1.Differentiatethroughconsistentlyhigherqualityservicethatmeetsorexceedscustomerexpectations（perceivedversusexpectedservice）.

2.Eliminategapsthatcause