服务产品策略PFServices Marketing.pptVIP

Services Marketing Chapter Learning Objectives To understand the nature and importance of services To identify the characteristics of services that differentiate them from goods To describe how the characteristics of services influence the development of marketing mixes for services To understand the importance of service quality and explain how to deliver exceptional service quality To explore the nature of nonprofit marketing Chapter Outline The Nature and Importance of Services Characteristics of Services Developing and Managing Marketing Mixes for Services Service Quality Nonprofit Marketi