工商管理-科特勒--chapter-13---service.pptVIP

BWJ Designing and managing service (chapter 13) Agenda: What are services? How do services differ from tangible products? Service marketing strategy Service combined with tangible products 06.11.2009 * BWJ Introduction Definition: An intangible act or performance offered to satisfy a need. Its production can be tied to a physical product Products can be pure services or combinations (See figure 13.2, page 388): Pure tangible good Tangible good with some service Hybrid Major service with some minor goods Pure service 06.11.2009 * BWJ Figure 13.2 Continuum of Evaluation for Different Types of Pr