服务营销最完整版演示文档.pptVIP

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