服务营销最完整版课件

ServiceMarketing 主讲老师 阳林 Tel Email 主要参考资料 1 ServicesMarketinginAsia 6 E ChristopherLovelock 克里斯托弗 洛夫洛克 中国人民大学出版社2 服务营销 阳林主编 电子工业出版社 20073 服务营销 王永贵著 北京师范大学出版社 20074 服务营销管理 郭国庆主编 中国人民大学出版社 20055 服务管理 菲茨西蒙斯著 机械工业出版社 20036 期刊类 南开管理评论 管理世界 中国营销科学学报7 外文期刊 ServicesMarketing Marketing Part1 FOUNDATIONSFORSERVICESMARKETING 1 Chapter IntroductiontoServices Whatareservices Whyservicesmarketing ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer ObjectivesforChapter1 IntroductiontoServices Explainwhatservicesareandidentifyimportanttrendsinservices Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating Exploretheprofoundimpactoftechnologyonservice Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext ExamplesofServiceIndustries HealthCarehospital medicalpractice dentistry eyecareProfessionalServicesaccounting legal architecturalFinancialServicesbanking investmentadvising insuranceHospitalityrestaurant hotel motel bed breakfastskiresort raftingTravelairline travelagency themeparkOthershairstyling pestcontrol plumbing lawnmaintenance counselingservices healthclub interiordesign Figure1 1ContributionsofServiceIndustriestoU S GrossDomesticProduct Source InsideSam s 100BillionGrowthMachine byDavidKirkpatrick Fortune June14 2004 p86 Figure1 2TangibilitySpectrum TangibleDominant IntangibleDominant Salt SoftDrinks Detergents Automobiles Cosmetics AdvertisingAgencies Airlines InvestmentManagement Consulting Teaching Fast foodOutlets Fast foodOutlets 0 10 20 30 40 50 60 70 80 1929 1948 1969 1977 1984 1999 PercentofU S LaborForce Source SurveyofCurrentBusiness April1998 TableB 8 July1988 Table6 6B andJuly1992 Table6 4C EliGinzbergandGeorgeJ Vojta TheServiceSectoroftheU S Economy ScientificAmerican 244 3 1981 31 39 Year ServicesManufacturingMining Agriculture Figure1 3PercentofU S LaborForcebyIndustry 0 10 20 30 40 50 60 70 80 1948 1959 1967 1977 1987 1999 PercentofGDP Year Source SurveyofCurrentBusiness August1996 Table11 April1998 TableB 3 EliGinzbergandGeorgeJ Vojta TheServiceSectoroftheU S Economy ScientificAmerican 244 3 1981 31 39 ServicesManufacturingMining Agriculture Figure1 4PercentofU S GrossDomesticProductbyIndustry Table1 1EightCentralParadoxesofTechnologicalProducts Source D G MickandS Fournier ParadoxesofTechnology ConsumerCognizance Emotions andCopingStrategies JournalofConsumerResearch25 September1998 pp 123 47 Table1 2GoodsversusServices Source A Parasuraman V A Zeithaml andL L Berry AConceptualModelofServiceQualityandItsImplicationsforFutureResearch JournalofMarketing49 Fall1985 pp 41 50 WhystudyServicesMarketing Service basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits CharacteristicsofServicesComparedtoGoods Intangibility Perishability SimultaneousProductionandConsumption Heterogeneity ImplicationsofIntangibility ServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult ImplicationsofHeterogeneity ServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted ImplicationsofSimultaneousProductionandConsumption CustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult ImplicationsofPerishability ItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold ChallengesforServices DefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing operations andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentquality TraditionalMarketingMix Allelementswithinthecontrolofthefirmthatcommunicatethefirm scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm sproductandservices ProductPricePlacePromotion ExpandedMixforServices The7Ps ProductPricePlacePromotionPeopleAllhumanactorswhoplayapartinservicedeliveryandthusinfluencethebuyer sperceptions namely thefirm spersonnel thecustomer andothercustomersintheserviceenvironment PhysicalEvidenceTheenvironmentinwhichtheserviceisdeliveredandwherethefirmandcustomerinteract andanytangiblecomponentsthatfacilitateperformanceorcommunicationoftheservice ProcessTheactualprocedures mechanisms andflowofactivitiesbywhichtheserviceisdelivered theservicedeliveryandoperatingsystems Table1 3ExpandedMarketingMixforServices WaystoUsethe7Ps OverallStrategicAssessmentHoweffectiveisafirm sservicesmarketingmix Isthemixwell alignedwithoverallvisionandstr