服务营销期末考试重点 江苏大学必考.doc

Chapter1一、英译汉1. Traditional goods producers such as automotive,computer,and numerous other manufacturers are now turning to the service aspects of their operations to establish a differential advantage in the marketplace as well as to generate additional sources of revenue for their firms.In essence,these companies,which used to complete by marketing“boxes”(tangible goods),have now switched their competitive focus to the provision of unmatched,unparalleled customer services. 像汽车、计算机这样的传统商品生产商和其他的一些制造企业已经开始转向服务领域，试图在市场中建立一种独特的竞争优势并以此来获取收入的新的增长。从本质上说，这些企业原来是靠推销“有形产品”来参与竞争，而现如今，它们都把竞争焦点放在了与原来不甚匹配的顾客服务上。Page42. The overriding benefit obtained by developing molecular models is the appreciation for the intangible elements that comprise most products.Once managers understand this broadened view of their products,they can do a much better job of understanding customer needs,servicing those needs more effectively,and differentiating their product-offering from competitors.The molecular model also demonstrates that consumersservice“knowledge”and goods“knowledge”are not obtained in the same manner.With tangible dominant products,goods“knowledge”is obtained by focusing in on the physical aspects of the product itself.In contrast,consumers evaluate intangible dominant products based on the experience that surrounds the core benefit of the product.Hence,understanding the importance and components of the service experience is critical.开发分子结构模型最重要的意义自傲与更好的理解构成市场实体的有形和无形元素。一旦经理从这种更宽泛的角度来审视他们的产品，它们就能够更好地理解顾客需求，以及如何才能更有效地满足顾客需求，最终将其产品更有效地与竞争对手区分开来，分子结构模型告诉我们，顾客获取“服务”知识和获取“产品”知识方式是不一样的。就有形性占优的产品来说，顾客通过将注意力集中到产品的实体方面来获取产品知识。相比之下，顾客通过包含在产品核心利益之外的体验过程来评估无形性占优的服务产品，因此，理解服务体验的重要性和构成要素至关重要。 Page83. Service personnel perform the dual functions of interacting with customers and reporting back to the internal organization.Strategically,service personnel are an important source of product differentiation.It is often challenging for a service organization to differentiate itself from other similar organizations in terms of the benefit bundle it offers or its delivery system.For example,many airlines offer similar bundles of benefits and fly the same types of aircraft from the same airports to the same destinations.Therefore,their only hope of a competitive advantage is from the service levelthe way things are done. 服务人员扮演着双重角色，既要和顾客接触，同时还要向内部组织报告。从战略角度来讲，服务人员是产品差异性的重要来源。就组织提供的服务组合和服务交付系统而言，它们很难将自身与其相似的组织区分开来。例如，很多航空公司提供相同的利益组合，使用相同的机型从相同的机场到相同的目的地。Page114. The four components of the servuction model combine to creat the experience for the consumer,and it is the experience that creates the bundle of benefits for the consumer.Creating“experiences”for customers is not a new idea. 服务生产模型的四个组成部分联合起来为顾客创造一种体验，就是这种体验给顾客带来一系列的利益。为顾客创造出一种“体验”并不是一个新的想法。Page135. Perhaps the most profound implication of the servuction model is that it demonstrates that consumers are an integral part of the service process.Their participation may be active or passive,but they are always involved in the service delivery process.This has a significant effect on the nature of the services marketing task and provides a number of challenges that are not typically faced by goodmanufacturers. 也许该模型最深远的意义就是，她证明了顾客是服务过程中不可或缺的一个组成部分。不管顾客的参与是主动的还是被动的，他们已经被纳入到服务交付过程中。这一点对服务营销任务的本质有着重要影响，它给服务企业带来了一系列在典型的制造企业中不会遇到的挑战。Page136.Proponents of the market-focused management model believe that the purpose of the firm is to serve the customer.Consequently,logic suggests that the firm should organize itself in a manner that supports the people who serve the customer.By following this approach,service delivery becomes the focus of the system and the overall differential advantage in terms of competitive strategy. 新的市场导向管理模式的支持者们认为，企业的目的就是服务顾客。因此，该种逻辑指出企业应当以支持服务顾客的员工这种方式来组织经营。按照这种方式，服务交付应当成为企业经营的重心，并成为企业竞争战略当中形成差异化的优势。Page242、 名词解释Service imperative 服务不可或缺性 4Goods 产品 5Service 服务 5Product 商品 5Scale of market entities 市场实体等级 5Tangible dominant 有形占优 5Intangible dominant 无形占优 5Marketing myopia 营销近视症 6Molecular model 分子结构模型 7Benefit concept 利益概念 9Servuction model 服务生产模型 9Servicescape 服务场景 9Contact personnel 接触人员 10Service providers服务提供者 10Invisible organization and system 无形的组织和系统 13Industrial management model 工业管理模式 17Market-focused management model 市场导向管理模式 20Service imperative: Reflects the view that the intangible aspects of products are becoming the key features that differentiate the product in the marketplace. Goods:Objects,devices,or things.Services:Deeds,efforts,or performances.Product:Either a good or a service.Scale of market entities:The scale that displays a range of products along a continuum based on their tangibility.Tangible dominant:Goods that possess physical properties that can be felt,tasted,and seen prior to the consumers purchase decision.Intangible dominant:Services that lack the physical properties that can be sensed by consumers prior to the purchase decision.Marketing myopia:Condition of firms that define their businesses too narrowly.Molecular model: A conceptual model of the relationship between tangible and intangible components of a firms operations.Benefit concept: He encapsulation of the benefits of a product in the consumers mind.Servuction model: A model used to illustrate the factors that influence the service experience, including those that are visible to the consumer and those that are not.Services-cape：All the nonliving features that comprise the service environment.Contact personnel: Employees other than the primary service provider who briefly interact with the customer.Service providers: The primary providers of a core service,such as a waiter or waitress,dentist,physician,or college instructor.Invisible organization and systems: That part of a firm that reflects the rules,regulations,and processes upon which the organization is based.Industrial management model: An approach to organizing a firm that focuses on revenues and operating costs and ignores the role personnel play in generating customer satisfaction and sustainable profits.3、 问答题1. Define the following terms: goods, services, products.In general, goods are defined as objects, devices, or things, whereas, services are defined as deeds, efforts, or performances. The term product refers to both goods and services.2. Why is it difficult to distinguish between many goods and services? Use the scale of market entities and the molecular model concept to explain your answer.The distinction between goods and services is not always perfectly clear. In reality, most services contain some tangible components, while most goods also contain intangible components. It is difficult to say whether a pure service or a pure good even exist. The scale of market entities helps us understand whether the product under consideration is tangible-dominant or intangible-dominant.3. Discuss the relevance of the scale of market entities to marketing myopia.Firms that define their businesses too narrowly suffer from market myopia. Often manufacturing firms overlook the service aspects of their product offering when attempting to differentiate themselves from competitors. Similarly, service firms often neglect the tangible aspects of their product which become key indicators of consumer perceptions of quality. The scale of market entities helps us understand whether the product under consideration is tangible-dominant or intangible-dominant and recognize all aspects, both tangible and intangible, of the product offering.4. Develop a molecular model for your College of Business.Answers will vary, but at the core should be education (intangible) which could then be connected to academic advising (intangible), career advising (intangible), faculty and staff (tangible), building (tangible), etc.5. Utilizing the servuction model, describe your classroom experience. How would your servuction model change as you describe the experience at a local restaurant?Answers will vary, but at the core should be a description of the visible servicescape, contact personnel/service providers, other customers and invisible organization and systems. 6. Discuss the consequences of the industrial-management model.Consequences of the industrial model affect employees and customers. Employee consequences include the following: (1) Produce dead-end front-line jobs, poor pay, superficial training, no opportunity for advancement, if any, access to company benefits. (2) Has led to customer dissatisfaction, flat or declining sales revenues, high employee turnover, and little service productivity.7. What benefits are associated with better-paid and better-trained personnel?Companies that pay their employees more than competitors often find that as a percentage of sales, their labor costs are actually lower than industry averages. Better paid personnel tend to be more knowledgeable, more available, and more motivated to satisfy customers. Similarly, the benefits of training are clear. Better-trained and better-paid employees provide better service, need less supervision, and are more likely to stay on the job. In turn, their customers are more satisfied, return to make purchases more often, and purchase more when they do return.8. Discuss the relevance of the services triangle to the market-focused management model.The service triangle depicts six key relationships that tie the firms service strategy, the systems it operates, the firms customers, and the firms employees together. Similarly, the market-focused management model promotes that the purpose of the firm is to serve the customer, while the purpose of how the firm is organized is to support the employees that serve the customer. The linkages that form the services triangle should flow logically from one another and support the firms overall mission of providing superior service delivery that differentiates it from its competitors. Page24Chapter2一、英译汉1.Service are said to be intangible because they are performances rather than objects.They cannot be touched or seen in the same manner as goods.Rather,they are experienced,and consumersjudgments about them tend to be more subjective than objective.Inseparability of production and consumption refers to the fact that whereas goods are first produced,then sold,and then consumed,services are sold first and then produced and consumed simultaneously. Page28服务之所以是无形的是因为它是一种行为，而不是事物。它们不能像产品那样被触摸或看到。服务是由人生产的，因此，多样性成为生产过程的固有属性。另外，它们是被体验的，而且顾客对体验的判断是主观的而非客观的。生产和消费的不可分离性意味着，产品是先被生产出来，再出售，再被消费；而服务是先被卖出，接着在生产的同时就被消费。P292.Heterogeneity refers to the potential for service performance to vary from one service transaction to the next.Services are produced by people;consequently,variability is inherent in the production process.This lack of consistency cannot be eliminated as it frequently can be with goods.Finally,perishability means that services cannot be saved;unused capacity in services cannot be reserved,and services themselves cannot be inventoried.Consequently,perishability leads to formidable challenges relating to the balancing of supply and demand. Page28 服务的异质性意味着每次服务行为都会产生潜在的差异。因而，它不可能像产品一样，消除不一致性。最后，易逝性意味着，服务不能被储存；未利用的服务生产能力不能被保留，服务本身也不能进入库存。因此，易逝性对如何平衡服务的供求关系提出了巨大的挑战。P292、 名词解释Intangibility 无形性 28Inseparability 不可分离性 28Heterogeneity 异质性 28Perishability 易逝性 28Physical evidence/tangible clues 有形展示/有形线索 30Personal sources 人员信息来源 31Nonpersonal sources 非人员信息来源 31Organizational image 组织形象 32Critical incident 关键事件 32Selection and training 甄选和培训 39Consumer management 顾客管理 40Multi-site locations 多点服务 40Factories in the field实地工厂 40Customization定制化 43Standardization 标准化 43Creative pricing 创新定价 47Reservation system 预订系统 47Complementary services补充服务 48Nonpeak demand development 非高峰需求 48Part-time employees兼职员工 49Capacity sharing能力共享 49Expansion preparation扩张准备 49Third parties 第三方 50Customer participation顾客参与 50Intangibility: A distinguishing characteristic of services that makes them unable to be touched or sensed in the same manner same physical goods .Inseparability: A distinguishing characteristic of services that reflects the interconnection among the service provider the customer involved in receiving the service,and other customers sharing the service experience.Heterogeneity: A distinguishing characteristic of services that reflects the variation in consistency from one service transaction to the next .Perishability: A distinguishing characteristic of services in that they cannot be saved,their unused capacity cannot be reserved,and they cannot be inventoried.Physical evidence/tangible clues: A physical characteristic that surround a service to assist consumers making service evaluations,such as the quality of furniture,the appearance of personnel or the quality of paper stock used to provide the firms brochure.Personal sources: Sources such as friends, family ,and other opinion leaders that consumers use to gather information about a service.Nonpersonal sources: Sources such as mass advertising that consumers use to gather information about a service.Critical incident: Specific interaction between a customer and service provider.Selection and training: A strategy that minimizes the impact of inseparability by hiring and educating employees in such a way that the customers service experience is positive and the employees are properly equipped to handle customers and their needs.Consumer management: Strategy service personnel can implement that minimizes the impact of inseparability,such as separating cookers from nonsmoking in a restaurant.Factories in the field: Other name for multi-site locations.Customization: Taking advantage of the variation inherent in each service encounter by developing services that meet each customers exact specifications.Standardization: To produce a consistent service product from one transaction to the next.Creative pricing: Pricing strategies ofeten used by service firms to help smooth demand fluctuations,such as offering”matinee”prices or”earlybird specials”to snift demand from peak tp nonpeak periods.Reservation system: A strategy to help smooth demand fluctuations in which consumers ultimately request a portion of the firms services for a particular time slot.Complementary services: Services provided for consumers to minimize their perceived waiting time,such as driving ranges at golf courses,arcades at movie theaters,or reading materials in doctors offices.Nonpeak demand development: A strategy in which service providers use their downtime to prepare in advance for peak periods or by marketing to a different segment that has a different demand pattern than the firms traditional market segment.Part-time employees: Employees who typically assist during peak demand periods and who generally work fewer than 40 hours per week.Capacity sharing: Strategy to increase the supply of service by forming a type of co-op among service providers that permits co-op members to expand their supply of service as a whole.Expansion preparation: Planning for future expansion in advance and taking a long-term orientation to physical facilities and growth.Third parties: A supply strategy that increases the supply of service by having the customer perform part of the service,such as providing a salad bar or dessert bar in a restaurant.Customer participation: A supply strategy that increases the supply of service by having the customer perform part of the service.3、 问答题1. Briefly describe how the unique service characteristics of intangibility, inseparability, heterogeneity, and perishability apply to your educational experience in your services marketing class.Intangibility means that services lack physical substance and therefore cannot be touched or evaluated like goods. Services marketing class is an educational experience. Inseparability reflects the interconnection between service providers and their customers. The professors of services marketing classes engage in face-to-face interaction with their students, who are directly involved in the educational experience. Heterogeneity pertains to the variability inherent in the service delivery process. The services marketing class has variability from semester to semester, student to student, and professor to professor. Perishability refers to the service providers inability to store or inventory services. Services (like services marketing class) that are not used at their appointed time cease to exist (missing class). 2. Why is the pricing of services particularly difficult in comparison with the pricing of goods?Typically, products prices are often based on cost-plus pricing. This means that the producing firm figures the cost of producing the product and adds a markup to that figure. The challenge involved in pricing services is that there is no cost of goods sold. The primary cost of producing a service is labor.3. What strategies have the insurance industry utilized in its attempt to minimize the effects of intangibility? Of the companies that have actively attempted to minimize the effects, have some companies done a better job than others? Please explain.Tangible clues are the physical evidence that surrounds the service. In the absence of a physical product to evaluate, consumers look for tangible clues to base evaluations. Insurance firms have attempted to minimize the effects of intangibility by using tangible clues in their advertising such as Prudentials piece of the rock. Yes, some companies have done a better job. Answers will vary. Other uses of tangible clues include