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1、ServicesMarketing参考书目：1、《ServicesMarketing》Valarie.A.ZeithamlandMaryJoBither机械工业出版社，(英文版)1998年8月;（中文版）2004年3月，张金成等译。2、《服务营销》（中文版）克里斯托弗.H.洛夫洛克中国人民出版社，2001年5月2003.2zhangyf@swufe.edu.cn1:INTRODUCTIONTOSERVICESWhatAreServices?WhyServicesMarketing?DifferencesinGoodsversusService
2、sMarketingTheServicesMarketingTriangleTheServicesMarketingMixTheGapsModelofServiceQuality2003.2zhangyf@swufe.edu.cnWhatAreServices?Servicesaredeeds,processes,andperformances(themostsimple,broaddefinition).Servicesincludealleconomicactivitieswhoseoutputisnotaphysicalproducto
3、rconstruction,isgenerallyconsumedatthetimeitisproduced,andprovidedaddedvalueinforms(e.g:convenience,amusement,timeliness,comfortorhealth)thatareessentiallyintangibleconcernsofitsfirstpurchaser.(usedtotheservicesector)2003.2zhangyf@swufe.edu.cnWhatAreServices?Figure1-1:Tangi
4、bilitySpectrumTangibleDominantIntangibleDominantSaltSoftdrinksDetergentsAutomobilesCosmeticsFast-foodoutletsFast-foodoutletsAdvertisingagencyAirlineInvestmanageConsultingTeaching2003.2zhangyf@swufe.edu.cnIndustriesclassifiedwithintheservicesector:1Transportationandpublicuti
5、litiesTransportationRailroadtransportationLocalandinterurbanpassengertransitTruckingandwarehousingAirtransportationPipelines,exceptnaturalgasTransportationservicesCommunicationTelephoneandtelegraphRadioandtelevisionbroadcastingElectric,gas,andsanityservicesWholesaletradeRet
6、ailtrade2003.2zhangyf@swufe.edu.cnIndustriesclassifiedwithintheservicesector:2Finance,insurance,andrealestateBankingCreditagenciesotherthanbanksSecurityandcommoditybrokers,andservicesRealestateHoldingandotherinvestmentcompaniesFederalgovernmentCivilianMilitaryGovernmentente
7、rprisesStateandlocalgovernmentEducationOtherservices2003.2zhangyf@swufe.edu.cnIndustriesclassifiedwithintheservicesector:3OtherservicesHotelsandotherlodgingplacesPersonalservicesBusinessservicesAutorepair,services,andgaragesMiscellaneousrepairservicesMotionpicturesAmusement
8、andrecreationservicesHealthservicesLegalservicesEducationalservicesSocialservicesa
