服务营销期末复习资料汇总.docVIP

Chapter 1 1. The concept of service and its classification2.1 Define service an act or performance offered by one party to another. the performance is essentially intangible and does not normally result in ownership of any of the factors of production. economic activities that create value and provide benefits for customers at specific times and places /as a result of bringing about a desired change in—or on behalf of—the recipient of the service. 3.Fundamental Difference between service and goods Intangibility, inseparability, heterogeneity, perishability 3.1 Intangibility A distinguished characteristic of services that makes them unable to be touched or sensed in the same manner as physical goods. 3.1.1 Marketing problems caused by intangibility ①Lack of ability to be stored inability to maintain an inventory------ a buffer against periods of high demand. constant supply and demand problems . ②Lack of protection by patents new or existing services may be easily copied; difficult to maintain a firm’s differential service advantage over attentive competitors for long periods. ③Difficult in displaying or communicating How do you get customers to take notice of your product when they cannot see it? ④Difficulty in pricing services. goods: cost-plusservice: primary cost ---labor knowledge worker 3.1.2 Possible solutions to intangibility problems ①physical evidence or tangible clues. quality of furniture; appearance of the personnel; quality of paper alike; symbolic objects… ②The use of personal sources of information Word-of-mouth (lack any objective means of evaluating services;rely on the subjective evaluations relayed by friends, family, and a variety of other opinion leaders.) ③Mass advertising④Incentives to existing customers ⑤Creation of a strong organization image higher levels of perceived risk brand ----differential advantage over small, local firms of which the consumer is unware of. 3.2 Inseparability