科特勒营销管叶理下载_marketing_management14.pptVIP

Categories of Service Mix Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good Services Inseparability Services cannot be separated from their providers Perishability Services cannot be stored for later sale or use Intangibility Services cannot be seen, tasted, felt, heard, or smelled before purchase Variability Quality of services depends on who provides them and when, where, and how Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production delivery Three Types of Marketingin Service Industries Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry Service Differentiation Offer Delivery Image Service-Quality Model Expected service Management perceptions of consumer expectations Marketer Consumer Gap 1 Service delivery (including pre- and post-contacts) Gap 3 Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi- cations to consumers Gap 4 Personal needs Past experience Word-of-mouth communications Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity * *