服务产品策略知识训练讲义.pptVIP

Copyright ? Houghton Mifflin Company. All rights reserved. 13–* Copyright ? Houghton Mifflin Company. All rights reserved. 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.