服务营销最完整版 ppt.pptxVIP

服务营销最完整版

主讲老师:阳林Tel:Email:yanglinwus

主要参考资料1、ServicesMarketinginAsia(6/E)/ChristopherLovelock(克里斯托弗、洛夫洛克),中国人民大学出版社2、服务营销/阳林主编,电子工业出版社,20073、服务营销/王永贵著,北京师范大学出版社,20074、服务营销管理/郭国庆主编,中国人民大学出版社,20055、服务管理/菲茨西蒙斯著,机械工业出版社,20036、期刊类:南开管理评论、管理世界、中国营销科学学报7、外文期刊:ServicesMarketing,Marketing

Part1FOUNDATIONSFORSERVICESMARKETING

1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer

ObjectivesforChapter1:

IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices、Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating、Exploretheprofoundimpactoftechnologyonservice、Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses、Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext、

ExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bedbreakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign

Figure1、1

ContributionsofServiceIndustriesto

U、S、GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86、

Figure1、2

TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets????????????

01020304050607080192919481969197719841999PercentofU、S、LaborForceSo