服務(wù)營(yíng)銷(xiāo)講座

ServiceMarketing

第一頁(yè)，共二十六頁(yè)。主講老師：陽(yáng)林Telmail：yanglinwust@163.com第二頁(yè)，共二十六頁(yè)。第三頁(yè)，共二十六頁(yè)。主要參考資料1、ServicesMarketinginAsia（6/E）/ChristopherLovelock(克里斯托弗.洛夫洛克)，中國(guó)人民大學(xué)出版社2、

服務(wù)營(yíng)銷(xiāo)/陽(yáng)林主編，電子工業(yè)出版社，20073、服務(wù)營(yíng)銷(xiāo)/王永貴著，北京師范大學(xué)出版社，20074、服務(wù)營(yíng)銷(xiāo)管理/郭國(guó)慶主編，中國(guó)人民大學(xué)出版社，20055、服務(wù)管理/菲茨西蒙斯著，機(jī)械工業(yè)出版社，20036、期刊類(lèi)：南開(kāi)管理評(píng)論、管理世界、中國(guó)營(yíng)銷(xiāo)科學(xué)學(xué)報(bào)7、外文期刊：ServicesMarketing，Marketing第四頁(yè)，共二十六頁(yè)。Part1FOUNDATIONSFORSERVICESMARKETING第五頁(yè)，共二十六頁(yè)。1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer第六頁(yè)，共二十六頁(yè)。ObjectivesforChapter1:

IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.第七頁(yè)，共二十六頁(yè)。ExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign第八頁(yè)，共二十六頁(yè)。Figure1.1

ContributionsofServiceIndustriesto

U.S.GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86.第九頁(yè)，共二十六頁(yè)。Figure1.2

TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets

第十頁(yè)，共二十六頁(yè)。01020304050607080192919481969197719841999PercentofU.S.LaborForceSource:SurveyofCurrentBusiness,April1998,TableB.8,July1988,Table6.6B,andJuly1992,Table6.4C;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.Year

ServicesManufacturingMining&AgricultureFigure1.3

PercentofU.S.LaborForcebyIndustry第十一頁(yè)，共二十六頁(yè)。01020304050607080194819591967197719871999PercentofGDPYearSource:SurveyofCurrentBusiness,August1996,Table11,April1998,TableB.3;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.ServicesManufacturingMining&AgricultureFigure1.4

PercentofU.S.GrossDomestic

ProductbyIndustry第十二頁(yè)，共二十六頁(yè)。PPT內(nèi)容概述ServiceMarketing。Explainwhatservicesareandidentifyimportanttrendsinservices.。Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.。Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.第十三頁(yè)，共二十六頁(yè)。Table1.1

EightCentralParadoxesofTechnologicalProductsSource:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.123–47.第十四頁(yè)，共二十六頁(yè)。Table1.2

GoodsversusServicesSource:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.41–50.第十五頁(yè)，共二十六頁(yè)。WhystudyServicesMarketing?Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits第十六頁(yè)，共二十六頁(yè)。CharacteristicsofServices

ComparedtoGoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity第十七頁(yè)，共二十六頁(yè)。ImplicationsofIntangibilityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult第十八頁(yè)，共二十六頁(yè)。ImplicationsofHeterogeneityServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted第十九頁(yè)，共二十六頁(yè)。ImplicationsofSimultaneousProductionandConsumptionCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult第二十頁(yè)，共二十六頁(yè)。ImplicationsofPerishabilityItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold第二十一頁(yè)，共二十六頁(yè)。ChallengesforServicesDefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentquality第二十二頁(yè)，共二十六頁(yè)。TraditionalMarketingMixAllelementswithinthecontrolofthefirmthatcommunicatethefirm’scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm’sproductandservices:ProductPricePlacePromotion第二十三頁(yè)，共二十六頁(yè)。ExpandedMixforServices--

The7PsProductPricePlacePromotionPeopleAllhumanactorswhoplayapartinservicedeliveryandthusinfluencethebuyer’sperceptions:namely,thefirm’spersonnel,thecustomer,andothercustomersintheserviceenvironment.PhysicalEvidenceTheenvironmentinwhichtheserviceisdeliveredandwherethefirmandcustomerinteract,andanytangiblecomponentsthatfacilitateperformanceor