科特勒营销管理下载MarketingManagement.pptVIP

Designing and 第一页，共十三页。 Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services 第二页，共十三页。 Categories of Service Mix Pure Service Tangible Good w/ Services Major Service w/ Goods Hybrid Pure Tangible Good 第三页，共十三页。 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 Four Service Characteristics 第四页，共十三页。 Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production delivery Overcoming Service Challenges 第五页，共十三页。 Three Types of Marketingin Service Industries Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry 第六页，共十三页。 Service Differentiation Offer Delivery Image 第七页，共十三页。 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 第八页，共十三页。 Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles 第九页，共十三页。 ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity 第十页，共十三页。