lovelock01服务营销第一章.ppt

Chapter 1 Introduction to Services Marketing How Important is the Service Sector in Our Economy? In most countries, services add more economic value than agriculture, raw materials and manufacturing combined In developed economies, employment is dominated by service jobs and most new job growth comes from services Jobs range from high-paid professionals and technicians to minimum-wage positions Service organizations can be any size—from huge global corporations to local small businesses Most activities by government agencies and nonprofit organizations involve services Services dominate the United States Economy:GDP by Industry, 2001 (Fig. 1.1) Changing Structure of Employment as Economic Development Evolves (Fig. 1.2) Some Service Industries Profiled by NAICS but Not Identified by SIC Codes Casino Hotels Continuing Care Retirement Communities Diagnostic Imaging Centers Diet and Weight Reducing Centers Environmental Consulting Gold Courses and Country Clubs Hazardous Waste Collection HMO Medical Centers Industrial Design Services Investment Banking and Securities Dealing Management Consulting Services Satellite Telecommunications Telemarketing Bureaus Temporary Help Services Internal Services Service elements within an organization that facilitate creation of--or add value to--its final output Includes: accounting and payroll administration recruitment and training legal services transportation catering and food services cleaning and landscaping Increasingly, these services are being outsourced Major Trends in Service Sector (Fig. 1.3) Government Policies (e.g., regulations, trade agreements) Social Changes (e.g., affluence, lack of time, desire for experiences) Business Trends Manufacturers offer service Growth of chains and franchising Pressures to improve productivity and quality More strategic alliances Marketing emphasis by nonprofits Innovative hiring practices Advances in IT (e.g., speed, digitization, wireless, Internet) Internationalization (tra