演示文稿服务营销最完整

（优选）服务营销最完整版当前1页，总共24页。主讲老师：阳林Tel：Email：当前2页，总共24页。当前3页，总共24页。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当前4页，总共24页。Part1FOUNDATIONSFORSERVICESMARKETING当前5页，总共24页。1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer当前6页，总共24页。ObjectivesforChapter1:

IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.当前7页，总共24页。ExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign当前8页，总共24页。Figure1.1

ContributionsofServiceIndustriesto

U.S.GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86.当前9页，总共24页。Figure1.2

TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets当前10页，总共24页。01020304050607080192919481969197719841999PercentofU.S.LaborForceSource:SurveyofCurrentBusiness,April1998,TableB.8,July1988,Table6.6B,andJuly1992,Table6.4C;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.Year

ServicesManufacturingMining&AgricultureFigure1.3

PercentofU.S.LaborForcebyIndustry当前11页，总共24页。01020304050607080194819591967197719871999PercentofGDPYearSource:SurveyofCurrentBusiness,August1996,Table11,April1998,TableB.3;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.ServicesManufacturingMining&AgricultureFigure1.4

PercentofU.S.GrossDomestic

ProductbyIndustry当前12页，总共24页。Table1.1

EightCentralParadoxesofTechnologicalProductsSource:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.123–47.当前13页，总共24页。Table1.2

GoodsversusServicesSource:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.41–50.当前14页，总共24页。WhystudyServicesMarketing?Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits当前15页，总共24页。CharacteristicsofServices

ComparedtoGoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity当前16页，总共24页。ImplicationsofIntangibilityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult当前17页，总共24页。ImplicationsofHeterogeneityServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted当前18页，总共24页。ImplicationsofSimultaneousProductionandConsumptionCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult当前19页，总共24页。ImplicationsofPerishabilityItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold当前20页，总共24页。ChallengesforServicesDefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentquality当前21页，总共24页。TraditionalMarketingMixAllelementswithinthecontrolofthefirmthatcommunicatethefirm’scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm’sproductandservices:ProductPricePlacePromotion当前22页，总共24页。ExpandedMixforServices--

The7PsProductPricePlacePromotionPeopl