《市场营销专业英语教程》教学课件第12章The Marketing of Service.ppt

* It is important for service firms to utilize all of the components of the marketing mix. Many service firms have been criticized for an overdependence on advertising. The overdependence on one or two elements of the marketing mix is a mistake. 4. Implications for Service Marketers * Just like tangible products, services must also be made available to prospective users. Service marketers must distinguish conceptually between the production and distribution of services. The problem of making services more widely available must not be ignored. 4. Implications for Service Marketers * Service marketers must stress the role of new service development. The development of new services paves the way for firms to expand and segment their markets. 4. Implications for Service Marketers * While the marketing of services has much in common with the marketing of products, unique problems in the area require highly creative marketing management skills. Many of the problems in the service area can be traced to the intangible and inseparable nature of services and the difficulties involved in measuring service quality. However, considerable progress has been made in understanding and reacting to these difficult problems, particularly in the area of distribution. Summary * Why Sainsbury’s isn’t waiting for ‘big silver bullets’ to drive business transformation Case Analysis * Discussion Questions: Why did Sainsbury’s do to drive a business transformation? How could Sainsbury’s benefit from an increased focus on data and analytics? Why did Sainsbury’s expect a leadership transformation? Case Analysis * Thank You ! * * * 《市场营销专业英语教程》(第15版) （专门用途英语系列教材） This ppt is created by 袁奇， 中南财经政法大学 E-mail: yuanqi@znufe.edu.cn Chapter 12 The Marketing of Service * Contents: Important Characteristics of Services Providing Quality Services Overcoming the Obstacles in Service Marketing Implications for Service Marketers * Pre-reading questions: Could services be considere