服务营销最完整版

1、,ServiceMarketing,主讲老师：阳林,Telmail：yanglinwust,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，Market

2、ing,Part1,FOUNDATIONSFORSERVICESMARKETING,1,Chapter,IntroductiontoServices,Whatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer,ObjectivesforChapter1:IntroductiontoServices,Explainwhatservicesareandidentifyim

3、portanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexp

4、andedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.,ExamplesofServiceIndustries,HealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising

5、,insuranceHospitalityrestaurant,hotel/motel,bedEliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.,Year,ServicesManufacturingMiningEliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.,ServicesManufacturi

6、ngMining&Agriculture,Figure1.4PercentofU.S.GrossDomesticProductbyIndustry,Table1.1EightCentralParadoxesofTechnologicalProducts,Source:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.12347.,Table1.2Goodsversus

7、Services,Source:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.4150.,WhystudyServicesMarketing?,Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionals

8、erviceneedsServicesmarketingisdifferentServiceequalsprofits,CharacteristicsofServicesComparedtoGoods,Intangibility,Perishability,SimultaneousProductionandConsumption,Heterogeneity,ImplicationsofIntangibility,ServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorc

9、ommunicatedPricingisdifficult,ImplicationsofHeterogeneity,ServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted,ImplicationsofSimultaneousProductionandConsu

10、mption,CustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult,ImplicationsofPerishability,ItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold,ChallengesforServices,

11、DefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEn

12、suringthedeliveryofconsistentquality,TraditionalMarketingMix,Allelementswithinthecontrolofthefirmthatcommunicatethefirmscapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirmsproductandservices:ProductPricePlacePromotion,ExpandedMixforServices-The7Ps,ProductPricePlacePromotion

13、PeopleAllhumanactorswhoplayapartinservicedeliveryandthusinfluencethebuyersperceptions:namely,thefirmspersonnel,thecustomer,andothercustomersintheserviceenvironment.PhysicalEvidenceTheenvironmentinwhichtheserviceisdeliveredandwherethefirmandcustomerinteract,andanytangiblecomponentsthatfacilitateperfo

14、rmanceorcommunicationoftheservice.ProcessTheactualprocedures,mechanisms,andflowofactivitiesbywhichtheserviceisdeliveredtheservicedeliveryandoperatingsystems.,Table1.3ExpandedMarketingMixforServices,WaystoUsethe7Ps,OverallStrategicAssessmentHoweffectiveisafirmsservicesmarketingmix?Isthemixwell-alignedwithoverallvisionandstrategy?Whatareth