一服务营销.pptVIP

Services Marketing服务营销 本章将阐述下列问题： What Are Services?(什么是服务) Why Services Marketing?(为什么要研究服务营销) Differences in Goods versus Services Marketing(商品营销和服务营销的区别) The Services Marketing Triangle(服务营销三角) The Services Marketing Mix(服务营销组合) The Gaps Model of Service Quality(服务质量差距模型) 1.1 What Are Services?(什么是服务 ) Services include all economic activities whose output is not a physical product is generally consumed at the time it is produced, and provided added value in forms (convenience, amusement, timeliness, comfort or health) that are essentially intangible concerns of its purchaser.(服务包括所有产出为非有形产品的全部经济活动，通常在生产时被消费，并以便捷、愉悦、省事、舒适或健康的形式提供附加值，而这些对于它的购买者而言，实质上是一些无形的东西) 联合国经合组织和世界银行对三大产业的划分 服务业的层次 Industries classified within the service sector (服务部门内的产业分类) 1.Transportation and public utilities(交通及公用事业) Transportation(交通) Railroad transportation(铁路运输) Local and interurban passenger transit(短长途客运) Trucking and warehousing(公路及水路运输) Air transportation(空运) Pipelines, except natural gas(除天然气外管道运输) Transportation services(运输服务) 2.Communication(通讯) Telephone and telegraph(电话和电报) Radio and television broadcasting(广播和电视) Electric, gas, and sanity services(电、气和卫生服务) 3.Wholesale trade(批发贸易) 4.Retail trade(零售贸易) 5.Finance,insurance,and real estate(金融、保险和不动产) Banking(银行) Credit agencies other than banks(非银行信托代理) Security and commodity brokers,and services(保险、商品经纪人和服务) Real estate(不动产) Holding and other investment companies(控股和其它投资公司) 6.Other services(其它服务) Hotels and other lodging places(宾馆及其它住宿服务) Personal services(个人服务) Business services(商业服务) Auto repair,services,and garages(汽车修理、服务和停泊) Miscellaneous repair services(其它修理服务) Motion pictures(电影) Amusement and recreation services(娱乐服务) Health services(保健服务) Legal services(法律服务) Educational services(教育服务) Social services and membership organizations(社会和会员服务) 7.Miscellaneous professional services(各种职业服务) Private household services (个人家务服务) Federal government(联邦政府) Military(军队) Government enterprises(政府企业) State and local gover