市場營銷英文課件

1、TASK ELEVEN International Service MarketingI Introduction to InternationalService MarketingA service can be defined as an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between customers and service employees and/or p

2、hysical resources and/or systems of the service provider, which are provided as solutions to customer problems.Look at Mini-Case 11.11. Scope of Service SectorUsually, the service sector includes: healthcarehospitalseducation banking, insurance, financial serviceslegal services, consultingnews media

3、hospitality industry (e.g. restaurants, hotels, casinos), tourismretail sales, etc.2. Characteristics of ServiceIntangibilityHeterogeneityInseparabilityPerishibility3. Differences between Products Marketing and ServiceMarketing4. Approaches of Service InternationalizationMulticountry ExpansionImport

4、ing CustomersFollowing Your CustomersService Off Shoringlook at Mini-Case 11.2 II Strategies of InternationalService MarketingBefore we discuss the strategies of marketing service in the international market, please look at the following questions:(1) Do you think international customers satisfactio

5、n is important to international service marketing？ Why？(2) What do you think may affect the service process？ Employees？ The location in which you provide service？ Technology？ Any others？(3) Do you think customers themselves will affect the service process？ Why？1. Setting the Objective of Internation

6、al Service MarketingCustomers satisfaction is the key to the success of the international service company.Customers satisfaction results in customers loyalty, which will in turn bring about more profit to the company and advantage over its competitors.2. Factors Determining International Service Cus

7、tomers SatisfactionIf what customers expect is less than their perception of the service, they will be satisfied with the service. If not, they may not be satisfied with the service.It is very important for the marketers to understand the expectation of customers and provide them the service they pu

8、rsue.2.1 Service Customers ExpectationThere are usually three types of service customers expectation:Desired Service-the highest level of service which customers hope to receive. Adequate Servicerelatively low level of service which customers can accept. It is what the customers believe a service ca

9、n be or should be. Tolerant Service-To customers, the quality of tolerant service is lower than that of desired service, but it is reassuring.2.1.1 Factors Affecting Service Customers ExpectationPersonal NeedsService AlternativesService PriceService Promise2.2.1 Customers Perception of Service Quali

10、ty Reliability-the service is accomplished on time, in the same manner as promised and without errors-Look at Mini-Case 11.3Responsiveness-the willingness of employees to help customers and to provide prompt serviceAssurance-competence to perform the service, respect for customers, effective communi

11、cation with customers, and the general attitude that the servers have the customers best interests at heart.2.2.1 Customers Perception of Service QualityEmpathy-the caring and individualized attention to customers.Tangibles-the appearance of physical facilities, equipment, personnel, and communicati

12、on materials, all of which will influence the customers perception of quality.2.2.2 Factors Affecting Customers PerceptionService Encounter-the period of time that a customer interacts with a service.Service Evidence-the environment, which includes the design and atmosphere of the organization is wh

13、ere a customers perception of the organization begins.Service Price and the Image of Service Provider3. Marketing Strategies to International Service3.1 Extended Marketing MixPeoplePeople refer to the customers, employees, management and everybody else involved in the service process.The interaction

14、 between contact employees and customers plays an important role in defining the quality of the service in the minds of customers.3.1.2 How to Make Service Employees SatisfiedServing the EmployeesLook at Mini-Case 11.3Empowerment and CommunicationSelecting and Training EmployeesSupport for Customers

15、Skill Training 11.1ABC Company is a Chinese company whose main business is to program for an IT company from Silicon Valley. The company is a medium-sized company and at its growth stage. How do you think the company can attract and retain qualified IT experts, enable them to better communicate with

16、 the companies in US？ How can the company support the employees？3.2 Extended Marketing MixProcessDesign of Service ProcessTo design a customer-oriented process, international marketers can use a blueprinting as a tool for service design and service quality management.Service blueprinting is a tool f

17、or simultaneously depicting the service process. It has four layers from the layer of customer interaction and physical evidence to the layer of internal interaction within the service production process.The first layer includes the customer action and physical evidence presented to customers.The se

18、cond layer is also important as the contact employees activities in this layer also affect customers perception.The third layer and fourth layer include backstage contact and supporting process. These two parts are not visible but still affect the perception of customers.Steps to Design a Service Pr

19、ocess(1) Designing the Process and Identifying Tasks in the Process(2) Identifying the Points in Which Problems May Easily Happen and Take Some Precautions(3) Analysing Equipment Requirements and Providing Necessary Equipment to Execute Process(4) Creating Standards of Success and Key Performance In

20、dicators(5) Monitoring and Tracking Performance to Ensure Success3.3 Extended Marketing MixPhysical EvidencePhysical evidence is the material part of a service. It refers to the servicescape, which is defined as totality of the ambience and physical environment in which a service occurs.3.3.2 Catego

21、ry of Physical EvidenceFacility ExteriorFacility InteriorOther Tangibles3.3.3 Role of Physical EvidencePackageFacilitatorSocialiserDifferentiatorHow to Design a ServicescapeLet us take the design of a hotel as an example.(1) Determining the Position of You Hotel(2) Doing some Market Research(3) Dete

22、rmining the Location(4) Designing the Hotel Exterior and Interior營銷實訓(xùn)練習service marketing 服務(wù)營銷back-office operation 后臺運作Silicon Valley 硅谷Reliability 可靠性tangible有形的Empathy 關(guān)懷性assurance保證性profit chain 利益鏈paid holiday 帶薪假期Consumer-orientation 以顧客為導(dǎo)向案例分析（1）在整個服務(wù)接觸中，星巴克餐廳里的人員策略方面有什么樣的特點？ 在人員外觀方面，為了增加員工的親切

23、感，員工的服裝干凈整潔，身著休閑的T恤長褲及圍裙，看起來很有個性，加上臉上帶有親切的微笑，讓顧客覺得好像是置身在朋友家中一般，給顧客放松舒適的感覺。同時，員工對顧客非常有禮貌，每當客人進來都能馬上打招呼，在服務(wù)過程中，不僅表現(xiàn)出知識的專業(yè)，且要流露出自然的親切與熱情，給客人留下反映快，招呼周到、體貼、專業(yè)可信賴、服務(wù)有保證的好印象。（2） 星巴克是如何培訓(xùn)員工的? 培訓(xùn)員工對服務(wù)提高服務(wù)質(zhì)量有什么所有？星巴克為了為每位客人提供同樣的服務(wù)，各工作項目均標準規(guī)范且明確定義，這樣有利于員工有個行為標準，知道應(yīng)該以什么作為參照來規(guī)范和評估自己的服務(wù)表現(xiàn)。員工根據(jù)操作手冊的規(guī)定來完成各自的工作，就能在服

24、務(wù)的過程中注意到每一個細節(jié)，知道如何把細節(jié)做好，把公司的核心觀念轉(zhuǎn)化到細節(jié)服務(wù)當中。當人員有何任變動時，新員工能藉此手冊迅速進入工作狀況，這可以縮短新員工培訓(xùn)的時間和減低復(fù)雜性，使新員工可以更快了解到服務(wù)的關(guān)鍵之處。因為有了標準的手冊來規(guī)范員工行為，培訓(xùn)新員工，因此客戶在享受服務(wù)時可以獲得一致的服務(wù)水平，也能感受到在細節(jié)處員工的貼心服務(wù)，因此可以增加滿意度。（3） 星巴克餐廳的服務(wù)過程和有形展示有什么特點？這對促進顧客滿意度有什么作用？星巴克在每個分店都采取標準流程，即先向顧客問好，然后熱情耐心地為顧客點餐，經(jīng)過專業(yè)制作后在把飲品送給顧客。標準化的流程首先可以提升企業(yè)的形象。因為企業(yè)能做到標準

25、化作業(yè)說明該企業(yè)有一定的規(guī)模和實力，可以給顧客提供一致的服務(wù)質(zhì)量，從而提高顧客的滿意度；其次，標準化作業(yè)使顧客相信服務(wù)提供商的專業(yè)和可信賴，對產(chǎn)品的品質(zhì)增強了信心。星巴克的有限展示可從服務(wù)環(huán)境和員工兩部分來說：在環(huán)境方面，星巴克在品牌形象一致的基礎(chǔ)上，每一家店面都呈現(xiàn)出獨特的風格。特別是會依據(jù)當?shù)氐娜宋娘L情之差異與商圈的特色把星巴克融入其中，使店面的造型別有特色而又不致突兀。這種適應(yīng)當?shù)氐淖龇ㄗ屝前涂烁尤菀兹谌氘數(shù)?，更容易為消費者所接受。此外，顧客有舒適幽雅的空間，書架上還有時尚的雜志和最新的中外報紙可供瀏覽，充分說明了星巴克餐廳是一家給顧客提供休閑放松和品味咖啡的好去處，能夠吸引顧客再次來

26、消費。而員工的衣著、熱情的態(tài)度和專業(yè)的技巧，也使顧客對咖啡的品質(zhì)非常信任，對員工的表現(xiàn)非常滿意。（4） 星巴克成功的核心價值觀是什么？為什么這種核心價值觀能使星巴克成功？星巴克的核心價值觀是利用優(yōu)異的服務(wù)品質(zhì)管理，建立起顧客對星巴克的品牌信任。因為這種價值觀貫穿于公司，每個員工在培訓(xùn)的時候都被灌輸這種服務(wù)價值觀，都接受并認同這種價值觀，因此，員工可以在工作中把這種抽象的價值觀通過服務(wù)詮釋出來，讓顧客真正感覺到公司給他們帶來的服務(wù)和產(chǎn)品價值。正是因為這種價值觀作為員工行動指引，并在員工服務(wù)中得以展現(xiàn)，因此顧客對星巴克增加了滿意度，星巴克也提升了品牌形象。營銷實戰(zhàn)以西餐廳為例：比如說，西餐廳幾乎都是獨立的餐桌，餐桌上有餐巾，有些還有蠟燭等。西餐廳的食物主要有幾種：水果沙拉作為開胃菜，各種忌廉和羅宋湯等湯，馬鈴薯、漢堡或意大利面等作為主食，牛排、雞排、豬排、羊排、魚排、煙熏肉、肉腸等作為主菜，伴有BBQ醬或其他醬汁等；不同的國家還會有一些特殊的不同食品，如意大利薄餅和千層肉醬面、德國豬蹄、北歐三文魚和其他海產(chǎn)類、法國蝸牛、鵝肝等。在飯后主要是甜品，如布丁，芝士蛋糕，冰