最经典的市场营销培训

1、Chapter 14Designing andManaging ServicesObjectivesService Definitions & ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, & ProductivityImproving Customer Support ServicesCategories of Service MixPureServiceTangibleGoodw/ServicesMajorServicew/ GoodsHybridPureTangibl

2、eGoodServicesInseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useIntangibilityServices cannotbe seen, tasted,felt, heard, orsmelled beforepurchaseVariabilityQuality ofservices dependson who providesthem and when,where, and howFour Ser

3、vice CharacteristicsServicesInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandIntangibilityUse cues tomake it tangibleVariabilityStandardizeserviceproduction& deliveryOvercoming Service ChallengesThree Types of Marketingin Service IndustriesInternalmarketingCompanyCust

4、omersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryService DifferentiationOfferDeliveryImageService-Quality ModelExpected serviceManagement perceptionsof consumer expectationsMarketerConsumerGap 1Service delivery (includingpre- a

5、nd post-contacts)Gap 3Translation of perceptionsto service-quality specificationsGap 2Gap 5Perceived serviceExternalcommuni-cations toconsumersGap 4Personal needsPast experienceWord-of-mouthcommunicationsDeterminants of Service QualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellen

6、ceStrategic ConceptTop-Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees & CustomersManaging ProductivityImportance-Performance AnalysisA. Concentrate hereB. Keep up the good workD. Possible overkillC. Low priorityExtremely importantSlightly importantExcellent performanceFair performance1291113121434567810# = AttributesComplaint ResolutionHiring Criteria & Training for E