Building and Sustaining Relationships in Retailing参考.ppt

2- * * * * * * * * * * * * * Figure 2-7: Elements Contributing to Effective Channel Relationships * * Three Kinds of Service Retailing Rented goods services Owned goods services Nongoods services * * Four Characteristics of Services Retailing Intangibility Inseparability Perishability Variability * * Intangibility No patent protection possible Difficult to display/communicate service benefits Service prices difficult to set Quality judgment is subjective Some services involve performances/experiences * * Inseparability Consumer may be involved in service production Centralized mass production difficult Consumer loyalty may rest with employees * * Perishability Services cannot be inventoried Effects of seasonality can be severe Planning employee schedules can be complex * * Variability Standardization and quality control hard to achieve Services may be delivered in locations beyond control of management Customers may perceive variability even when it does not actually occur * * Figure 2-9: Consumer Perceptions of Service Retailing * * Figure 2-10: Innovative Marketing at McDonald’s * * Figure 2-11: Eddie Bauer: Strong Ethical Sensibilities * * Figure 2-12: Understanding the Americans with Disabilities Act * * Figure A2-1: Lessons in Service Retailing * All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. * * * * * * * * * * * * * * * * * * * *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publishing as Prentice Hall *Retail Mgt. 11e (c) 2010 Pearson Education, Inc. publish