服务产品策略培训资料.pptVIP

Copyright ? Houghton Mifflin Company. All rights reserved. Services Marketing Copyright ? Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook 13 Part ThreeProductDecisions 13–* Chapter Learning Objectives To understand the nature and importance of services To identify the characteristics of services that differentiate them from goods To describe how the characteristics of services influence the development of marketing mixes for services To understand the importance of service quality and explain how to deliver exceptional service quality To explore the nature of nonprofit marketing Copyright ? Houghton Mifflin Company. All rights reserved. 13–* Chapter Outline The Nature and Importance of Services Characteristics of Services Developing and Managing Marketing Mixes for Services Service Quality Nonprofit Marketing Copyright ? Houghton Mifflin Company. All rights reserved. 13–* The Nature and Importance of Services Service An intangible product involving a deed, performance, or effort that cannot be physically possessed Application of human and/or mechanical efforts directed at people or objects Service Facts (U.S.) Service industries account for over 50% of GDP. Service industries employ 80% of nonfarm workers. More than half of new businesses are service firms. Services have increased in tandem with the long-term growth of the U.S. economy. Copyright ? Houghton Mifflin Company. All rights reserved. 13–* Characteristics of Services Intangibility Services are actions that have no permanent physical qualities as opposed to goods which can be touched and possessed over time. Inseparability of Production and Consumption The production of a service cannot be separated from its consumption by the customer. Services are produced, sold, and consumed all at the same time. Perishability Services cannot be produced ahead of time and stored until needed. Copyright ? Houghton Mifflin Company. All rights reserved. 13–* The Tangibility Continuum