服务营销最完整版

服务营销最完整版主讲老师:阳林Tel:Email:yanglinwus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,MarketingPart1FOUNDATIONSFORSERVICESMARKETING1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesparedtoGoodsServicesMarketingMixStayingFocusedontheCustomerExplainwhatservicesareandidentifyimportanttrendsinservices、Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating、Exploretheprofoundimpactoftechnologyonservice、Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses、Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext、HealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesignSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86、TangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets

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&Agriculture01020304050607080194819591967197719871999PercentofGDPYearSource:SurveyofCurrentBusiness,August1996,Table11,April1998,TableB、3;EliGinzbergandGeorgeJ、Vojta,“TheServiceSectoroftheU、S、Economy,”ScientificAmerican,244,3(1981):31-39、ServicesManufacturingMining&AgricultureSource:D、G、MickandS、Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp、123–47、Source:A、Parasuraman,V、A、Zeithaml,andL、L、Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp、41–50、Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofitsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedormunicatedPricingisdifficultServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromotedCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceouteDecentralizationmaybeessentialMassproductionisdifficultItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresoldDefiningandimprovingqualityDesigningandtestingnewservicesmunicatingandmaintainingaconsistentimageAcmodatingfluctuatingdemandMotivatingandsustainingemployeemitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentqualityAllelementswithinthecontrolofthefirmthatmunicatethefirm’scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm’sproductandservices:ProductPricePlacePromotionProductPricePlacePromotionPeopleAllhumanactorswhoplayapartinservicedeliveryandthusinfluencethebuyer’sperceptions:namely,thefirm’spersonnel,thecustomer,andothercustomersintheserviceenvironment、PhysicalEvidenceTheenvironmentinwhichtheserviceisdeliveredandwherethefirmandcustomerinter