服务营销期末考试重点 江苏大学必考[精选].docVIP

Chapter1 一、英译汉 Traditional goods producers such as automotive,computer,and numerous other manufacturers are now turning to the service aspects of their operations to establish a differential advantage in the marketplace as well as to generate additional sources of revenue for their firms.In essence,these companies,which used to complete by marketing“boxes”(tangible goods),have now switched their competitive focus to the provision of unmatched,unparalleled customer services. 像汽车、计算机这样的传统商品生产商和其他的一些制造企业已经开始转向服务领域，试图在市场中建立一种独特的竞争优势并以此来获取收入的新的增长。从本质上说，这些企业原来是靠推销“有形产品”来参与竞争，而现如今，它们都把竞争焦点放在了与原来不甚匹配的顾客服务上。—Page4 The overriding benefit obtained by developing molecular models is the appreciation for the intangible elements that comprise most products.Once managers understand this broadened view of their products,they can do a much better job of understanding customer needs,servicing those needs more effectively,and differentiating their product-offering from competitors.The molecular model also demonstrates that consumers’service“knowledge”and goods“knowledge”are not obtained in the same manner.With tangible dominant products,goods“knowledge”is obtained by focusing in on the physical aspects of the product itself.In contrast,consumers evaluate intangible dominant products based on the experience that surrounds the core benefit of the product.Hence,understanding the importance and components of the service experience is critical. 开发分子结构模型最重要的意义自傲与更好的理解构成市场实体的有形和无形元素。一旦经理从这种更宽泛的角度来审视他们的产品，它们就能够更好地理解顾客需求，以及如何才能更有效地满足顾客需求，最终将其产品更有效地与竞争对手区分开来，分子结构模型告诉我们，顾客获取“服务”知识和获取“产品”知识方式是不一样的。就有形性占优的产品来说，顾客通过将注意力集中到产品的实体方面来获取产品知识。相比之下，顾客通过包含在产品核心利益之外的体验过程来评估无形性占优的服务产品，因此，理解服务体验的重要性和构成要素至关重要。 —Page8 Service personnel perform the dual functions of interacting with customers and reporting back to the internal organization.Strategically,service personnel are an important source of product differentiation.It is often challenging for a service organization to differentiate itself from other