服务产品策略PF.pptxVIP

Part ThreeProductDecisions13Services MarketingCopyright ? Houghton Mifflin Company. All rights reserved.PowerPoint Presentation by Charlie CookChapter Learning ObjectivesTo understand the nature and importance of servicesTo identify the characteristics of services that differentiate them from goodsTo describe how the characteristics of services influence the development of marketing mixes for servicesTo understand the importance of service quality and explain how to deliver exceptional service qualityTo explore the nature of nonprofit marketingChapter OutlineThe Nature and Importance of Servic