服务产品策略研究分析.ppt

《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(