服务营销最完整版(1).pptVIP

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服务营销最完整版(1).ppt

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? 2006 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 1 Chapter Title Key Words / Outline Chapter Service Marketing 主讲老师：阳林 TelEmail：yanglinwust@163.com 主要参考资料 1、Services Marketing in Asia（6/E） / Christopher Lovelock(克里斯托弗.洛夫洛克)，中国人民大学出版社 2、服务营销/阳林主编，电子工业出版社，2007 3、服务营销/王永贵著，北京师范大学出版社，2007 4、服务营销管理/郭国庆主编，中国人民大学出版社，2005 5、服务管理/菲茨西蒙斯著，机械工业出版社，2003 6、期刊类：南开管理评论、管理世界、中国营销科学学报 7、外文期刊： Services Marketing ，Marketing Part 1 FOUNDATIONS FOR SERVICES MARKETING 1 Chapter Introduction to Services What are services? Why services marketing? Service and Technology Characteristics of Services Compared to Goods Services Marketing Mix Staying Focused on the Customer Objectives for Chapter 1:Introduction to Services Explain what services are and identify important trends in services. Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating. Explore the profound impact of technology on service. Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses. Introduce the expanded marketing mix for services and the philosophy of customer focus, as powerful frameworks and themes that are fundamental to the rest of the text. Examples of Service Industries Health Care hospital, medical practice, dentistry, eye care Professional Services accounting, legal, architectural Financial Services banking, investment advising, insurance Hospitality restaurant, hotel/motel, bed breakfast ski resort, rafting Travel airline, travel agency, theme park Others hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design Figure 1.1Contributions of Service Industries toU.S. Gross Domestic Product Source: Inside Sam’s $100 Billion Growth Machine, by David Kirkpatrick, Fortune, June 14, 2004, p 86. Figure 1.2Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Det