服务营销[外文翻译]

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1、（二）标题：ServicesMarketing原文：COURSEOBJECTIVESTheobjectiveofthiscourseistosupplementbasicmarketingandmarketingstrategycoursesbyfocusingonproblemsandstrategiesspecifictomarketingofservices.Problemscommonlyencounteredinmarketingservices--suchasinabilitytoinve

2、ntory,difficultyinsynchronizingdemandandsupply,difficultyincontrollingquality--willbeaddressed.Strategiesusedbysuccessfulservicesmarketerstoovercomethesedifficultieswillbediscussed.Theemphasiswillbeonserviceuniversalsratherthanonanyparticularindustry(su

3、chasbankmarketing).However,conceptswillbeillustratedusingcases,examples,andexercisesinserviceindustriessuchasfinancialplanning,airlines,thehospitalityindustry,andcommunicationaswellasmanufacturingandhightechindustries(bothofwhichdependheavilyonservicest

4、oprovidevalue).Thecourseisdesignednotjustforstudentswithcareersinservicesindustriesbutalsocareersingoodsindustrieswithhighservicecomponents(e.g.,industrialproducts,hightechproducts,durableproducts).COURSEPHILOSOPHYMarketingisasetofskills,concepts,knowle

5、dge,analyticaltechniquesandapproachesthat--whenappliedappropriately--cangreatlyimprovetheeffectivenesswithwhichbusinessisconducted.Thiscourseisdesignedtoallowyoutofurtherdeveloptheseskills,techniques,andapproachesandtoseekappropriatesolutionsbasedonreas

6、oningandanalysis.Itiscriticaltounderstandthatatthisstageofknowledge,marketingisnotascience!Ifitwere,therewouldbenoservicefailures,dissatisfiedcustomers,orineffectiveadvertising.COURSEMATERIALSMarketing:IntegratingCustomerFocusacrosstheFirm,fourthedition

7、,DownloadsfromCourseWebSiteInthetimewehaveinthemod,wewillnotbeabletocovereverythingonthetopicofservicesmarketing.Thetextbookprovidesyouwithframeworksthatareessentialtounderstandingthesubject.I'veassignedchaptersandsomereadingsforeachtopicthatwillhelpyou

8、prepareforthecasesandlearnthematerial.Thereislimitedduplicationbetweenmaterialinclassandthematerialinthebook,soyouneedtoreadthebookaswellascometoclasstolearnthesubjects.Whenreadingsareassigned,thesemustbeintegratedintoyourdiscuss