CH15 中山大学吴柏林教授,Kotler营销管理(第11版),绝密资料.pptVIP

Chapter 15 Designing and Managing Servicesby PowerPoint by Milton M. Pressley University of New Orleans Kotler on Marketing Every business is a service business. Does your service put a smile on the customer’s face? Chapter Objectives In this chapter, we focus on the following questions: How are services defined and classified? How do services differ from goods? How can service firms improve their differentiation, quality, and productivity? How can goods-producing companies improve their customer support services? The Nature of Services Government sector Private non-profit sector Business sector Manufacturing sector Service The Nature of Services Categories of Service Mix Pure tangible good Tangible good with  accompanying services Hybrid Major service with accompanying minor goods and services Pure service The Nature of Services Characteristics of Services and Their Marketing Implications Intangibility Service positioning strategy can be made tangible through: Place People Equipment Communication material Symbols Price The Nature of Services Carbone and Haeckel purpose the following for customer experience engineering Performance and context clues Humanics Mechanics Experience blueprint The Nature of Services Inseparability Variability Quality control by: Good hiring and training procedures Service blueprint Monitoring customer satisfaction The Nature of Services Perishability Strategies for better matching between demand and supply in a service business Differential pricing Nonpeak demand Complementary services Reservation systems Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion Three Additional Ps People Physical evidence presentation Process Figure 15.3: Three Types of Marketing in Service Industries Marketing Strategies for Service Firms Service Companies face three tasks: Competitive differentiation Service quality Productivity Managing differentiation Offering Primary se