服务营销最完整版

1、 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinService Marketing 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin主讲老师：阳林主讲老师：阳林Telmail： 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin 2006 The McGraw-Hill C

2、ompanies, Inc. All rights reserved.McGraw-Hill/Irwin主要参考资料主要参考资料 1、Services Marketing in Asia（6/E） / Christopher Lovelock(克里斯托弗克里斯托弗.洛夫洛克洛夫洛克)，中国人民大学出版社，中国人民大学出版社 2、 服务营销服务营销/阳林主编，电子工业出版社，阳林主编，电子工业出版社，2007 3、服务营销、服务营销/王永贵著，北京师范大学出版社，王永贵著，北京师范大学出版社，2007 4、服务营销管理、服务营销管理/郭国庆主编，中国人民大学出版社，郭国庆主编，中国人民大学出版社

3、，2005 5、服务管理、服务管理/菲茨西蒙斯著，机械工业出版社，菲茨西蒙斯著，机械工业出版社，2003 6、期刊类：南开管理评论、管理世界、中国营销科学学报、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：、外文期刊： Services Marketing ，Marketing 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinPart 1FOUNDATIONS FOR SERVICES MARKETING1ChapterIntroduction to Services What

4、 are services? Why services marketing? Service and Technology Characteristics of Services Compared to Goods Services Marketing Mix Staying Focused on the Customer 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinObjectives for Chapter 1:Introduction to Services Explain what

5、services are and identify important trends in services. Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating. Explore the profound impact of technology on service. Outline the basic differences between goods and services and the re

6、sulting challenges and opportunities for service businesses. Introduce the expanded marketing mix for services and the philosophy of customer focus, as powerful frameworks and themes that are fundamental to the rest of the text. 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Ir

7、winExamples of Service Industries Health Care hospital, medical practice, dentistry, eye care Professional Services accounting, legal, architectural Financial Services banking, investment advising, insurance Hospitality restaurant, hotel/motel, bed & breakfast ski resort, rafting Travel airline,

8、 travel agency, theme park Others hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinFigure 1.1Contributions of Service Industries toU.S. Gross Domestic ProductSource: Ins

9、ide Sams $100 Billion Growth Machine, by David Kirkpatrick, Fortune, June 14, 2004, p 86. 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinFigure 1.2Tangibility SpectrumTangibleDominantIntangibleDominantSaltSoft DrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlines

10、InvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin01020304050607080192919481969197719841999Percent of U.S. Labor ForceSource: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and J

11、uly 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39. Yearn Servicesn Manufacturingn Mining & AgricultureFigure 1.3Percent of U.S. Labor Force by Industry 2006 The McGraw-Hill Companies, Inc. All rights reserve

12、d.McGraw-Hill/Irwin01020304050607080194819591967197719871999Percent of GDPYearSource: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific American, 244,3 (1981): 31-39. n Servicesn Manufactur

13、ingn Mining & AgricultureFigure 1.4Percent of U.S. Gross Domestic Product by Industry 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinTable 1.1Eight Central Paradoxes of Technological ProductsSource: D. G. Mick and S. Fournier, “Paradoxes of Technology: Consumer Cogniza

14、nce, Emotions, and Coping Strategies,” Journal of Consumer Research 25 (September 1998), pp. 12347. 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinTable 1.2Goods versus ServicesSource: A. Parasuraman, V.A. Zeithaml, and L. L. Berry, “A Conceptual Model of Service Quality a

15、nd Its Implications for Future Research,” Journal of Marketing 49 (Fall 1985), pp. 4150. 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinWhy study Services Marketing? Service-based economies Service as a business imperative in manufacturing and IT Deregulated industries and

16、 professional service needs Services marketing is different Service equals profits 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinCharacteristics of ServicesCompared to GoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity 2006 The McGraw-Hill Co

17、mpanies, Inc. All rights reserved.McGraw-Hill/IrwinImplications of Intangibility Services cannot be inventoried Services cannot be easily patented Services cannot be readily displayed or communicated Pricing is difficult 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinImpli

18、cations of Heterogeneity Service delivery and customer satisfaction depend on employee and customer actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted 2006 The McGraw-Hill Companies, Inc. All righ

19、ts reserved.McGraw-Hill/IrwinImplications of Simultaneous Production and Consumption Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential Mass production is difficult 2006 The McGraw-Hill Companies, Inc

20、. All rights reserved.McGraw-Hill/IrwinImplications of Perishability It is difficult to synchronize supply and demand with services Services cannot be returned or resold 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChallenges for Services Defining and improving quality D

21、esigning and testing new services Communicating and maintaining a consistent image Accommodating fluctuating demand Motivating and sustaining employee commitment Coordinating marketing, operations, and human resource efforts Setting prices Finding a balance between standardization versus personaliza

22、tion Ensuring the delivery of consistent quality 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinTraditional Marketing Mix All elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with

23、 the firms product and services: Product Price Place Promotion 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinExpanded Mix for Services -The 7 Ps Product Price Place Promotion People All human actors who play a part in service delivery and thus influence the buyers percept

24、ions: namely, the firms personnel, the customer, and other customers in the service environment. Physical Evidence The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Process The actual procedures, mechanisms, and flow of activities