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1、(二)标题:ServicesMarketing原文:COURSEOBJECTIVESTheobjectiveofthiscourseistosupplementbasicmarketingandmarketingstrategycoursesbyfocusingonproblemsandstrategiesspecifictomarketingofservices.Problemscommonlyencounteredinmarketingservices--suchasinabilitytoinvento
2、ry,difficultyinsynchronizingdemandandsupply,difficultyincontrollingquality--willbeaddressed.Strategiesusedbysuccessfulservicesmarketerstoovercomethesedifficultieswillbediscussed.Theemphasiswillbeonserviceuniversalsratherthanonanyparticularindustry(suchasba
3、nkmarketing).However,conceptswillbeillustratedusingcases,examples,andexercisesinserviceindustriessuchasfinancialplanning,airlines,thehospitalityindustry,andcommunicationaswellasmanufacturingandhightechindustries(bothofwhichdependheavilyonservicestoprovidev
4、alue).Thecourseisdesignednotjustforstudentswithcareersinservicesindustriesbutalsocareersingoodsindustrieswithhighservicecomponents(e.g.,industrialproducts,hightechproducts,durableproducts).COURSEPHILOSOPHYMarketingisasetofskills,concepts,knowledge,analytic
5、altechniquesandapproachesthat--whenappliedappropriately--cangreatlyimprovetheeffectivenesswithwhichbusinessisconducted.Thiscourseisdesignedtoallowyoutofurtherdeveloptheseskills,techniques,andapproachesandtoseekappropriatesolutionsbasedonreasoningandanalysi
6、s.Itiscriticaltounderstandthatatthisstageofknowledge,marketingisnotascience!Ifitwere,therewouldbenoservicefailures,dissatisfiedcustomers,orineffectiveadvertising.COURSEMATERIALSMarketing:IntegratingCustomerFocusacrosstheFirm,fourthedition,DownloadsfromCour
7、seWebSiteInthetimewehaveinthemod,wewillnotbeabletocovereverythingonthetopicofservicesmarketing.Thetextbookprovidesyouwithframeworksthatareessentialtounderstandingthesubject.I'veassignedchaptersandsomereadingsforeachtopicthatwillhelpyouprepareforthecasesand
8、learnthematerial.Thereislimitedduplicationbetweenmaterialinclassandthematerialinthebook,soyouneedtoreadthebookaswellascometoclasstolearnthesubjects.Whenreadingsareassigned,thesemustbeintegratedintoyourdiscuss