科特勒营销管理(VI)

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1、Chapter14DesigningandManagingServicesObjectivesServiceDefinitions&ClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,&ProductivityImprovingCustomerSupportServicesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleG

2、oodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowFourServiceCha

3、racteristicsServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallengesThreeTypesofMarketinginServiceIndustriesInternalmarketingCompanyCustome

4、rsExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryServiceDifferentiationOfferDeliveryImageService-QualityModelExpectedserviceManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(includin

5、gpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunicationsDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesServic

6、eExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivityImportance-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremelyimportantSli

7、ghtlyimportantExcellentperformanceFairperformance1291113121434567810#=AttributesComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints