欢迎来到天天文库
浏览记录
ID:50569199
大小:649.00 KB
页数:25页
时间:2020-03-14
《服务产品策略研究分析.ppt》由会员上传分享,免费在线阅读,更多相关内容在PPT专区-天天文库。
1、ServicesMarketingCopyright©HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook13PartThreeProductDecisionsChapterLearningObjectivesTounderstandthenatureandimportanceofservicesToidentifythecharacteristicsofservicesthatdifferentiatethemfromgoodsTodescribeho
2、wthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservicesTounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequalityToexplorethenatureofnonprofitmarketing2Copyright©HoughtonMifflinCompany.Allrightsreserved.ChapterOutlineTheNatur
3、eandImportanceofServicesCharacteristicsofServicesDevelopingandManagingMarketingMixesforServicesServiceQualityNonprofitMarketing3Copyright©HoughtonMifflinCompany.Allrightsreserved.TheNatureandImportanceofServicesServiceAnintangibleproductinvolvingadeed,performance,oreffortthatcan
4、notbephysicallypossessedApplicationofhumanand/ormechanicaleffortsdirectedatpeopleorobjectsServiceFacts(U.S.)Serviceindustriesaccountforover50%ofGDP.Serviceindustriesemploy80%ofnonfarmworkers.Morethanhalfofnewbusinessesareservicefirms.Serviceshaveincreasedintandemwiththelong-term
5、growthoftheU.S.economy.4Copyright©HoughtonMifflinCompany.Allrightsreserved.CharacteristicsofServicesIntangibilityServicesareactionsthathavenopermanentphysicalqualitiesasopposedtogoodswhichcanbetouchedandpossessedovertime.InseparabilityofProductionandConsumptionTheproductionofase
6、rvicecannotbeseparatedfromitsconsumptionbythecustomer.Servicesareproduced,sold,andconsumedallatthesametime.PerishabilityServicescannotbeproducedaheadoftimeandstoreduntilneeded.5Copyright©HoughtonMifflinCompany.Allrightsreserved.TheTangibilityContinuumFIGURE13.16Copyright©Houghto
7、nMifflinCompany.Allrightsreserved.CharacteristicsofServices(cont’d)HeterogeneityVariationinthequalityofservicesdeliveredbyindividualsandorganizationsClient-BasedRelationshipsInteractionsthatresultinsatisfiedcustomerswhouseaservicerepeatedlyovertime7Copyright©HoughtonMifflinCompa
8、ny.Allrightsreserved.CharacteristicsofServices(
此文档下载收益归作者所有