非盈利组织营销 兰姆 海尔 营销 第七版.pptVIP

:Services and Nonprofit Organization Marketing Service The Importance of Services Service-Producing Industriesand Job Growth How Services Differ from Goods Components of Service Quality The Gap Model of Service Quality Marketing Mixes for Services Core and Supplementary Services Core and Supplementary Servicesfor FedEx Mass Customization Mass Customization Service Mix Strategy Determine what new services to introduce Determine target market Decide what existing services to maintain and/or eliminate Distribution Strategy Issues Promotion Strategy Issues Price Strategy Pricing Objectives Relationship Marketing in Services Internal Marketing Internal Marketing Activities Global Issues in Services Marketing Nonprofit Organization Marketing Nonprofit Organizations Nonprofit Organization Marketing Nonprofit Organization Marketing Activities Unique Aspects of Nonprofit Organization Marketing Strategies Market Objectives Users Payers Donors Politicians Appointed officials Media General Public Target Markets Product Decisions Promotion Decisions Pricing Decisions On Line: National Amusements and AMC Theatres Do National Amusements and AMC Theatres use their Web sites to combat the perishability of movie tickets? What about sites like Movie T? On Line: E*Trade, Ameritrade, Schwab Compare the pricing for services on the largest Internet financial Web sites. How can you account for the great differences in price for essentially the same service? Objectives: Discuss the importance of services to the economy. Discuss the differences between services and goods. Describe the components of service quality and the gap model of service quality. Develop marketing mixes for services. Discuss relationship marketing in services. Explain internal marketing in services. Discuss global issues in services marketing. Describe nonprofit organization marketing. The result of applying human or mechanical efforts to people or objects. 1 79% of workers are in service sector Services ac