（優(yōu)選）服務(wù)營銷最完整版當(dāng)前第1頁\共有24頁\編于星期五\4點(diǎn)主講老師：陽林Tel：Email：當(dāng)前第2頁\共有24頁\編于星期五\4點(diǎn)當(dāng)前第3頁\共有24頁\編于星期五\4點(diǎn)主要參考資料1、ServicesMarketinginAsia（6/E）/ChristopherLovelock(克里斯托弗.洛夫洛克)，中國人民大學(xué)出版社2、

服務(wù)營銷/陽林主編，電子工業(yè)出版社，20073、服務(wù)營銷/王永貴著，北京師范大學(xué)出版社，20074、服務(wù)營銷管理/郭國慶主編，中國人民大學(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：南開管理評論、管理世界、中國營銷科學(xué)學(xué)報(bào)7、外文期刊：ServicesMarketing，Marketing當(dāng)前第4頁\共有24頁\編于星期五\4點(diǎn)Part1FOUNDATIONSFORSERVICESMARKETING當(dāng)前第5頁\共有24頁\編于星期五\4點(diǎn)1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer當(dāng)前第6頁\共有24頁\編于星期五\4點(diǎn)ObjectivesforChapter1:

IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.當(dāng)前第7頁\共有24頁\編于星期五\4點(diǎn)ExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign當(dāng)前第8頁\共有24頁\編于星期五\4點(diǎn)Figure1.1

ContributionsofServiceIndustriesto

U.S.GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86.當(dāng)前第9頁\共有24頁\編于星期五\4點(diǎn)Figure1.2

TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets當(dāng)前第10頁\共有24頁\編于星期五\4點(diǎn)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當(dāng)前第11頁\共有24頁\編于星期五\4點(diǎn)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當(dāng)前第12頁\共有24頁\編于星期五\4點(diǎn)Table1.1

EightCentralParadoxesofTechnologicalProductsSource:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.123–47.當(dāng)前第13頁\共有24頁\編于星期五\4點(diǎn)Table1.2

GoodsversusServicesSource:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.41–50.當(dāng)前第14頁\共有24頁\編于星期五\4點(diǎn)WhystudyServicesMarketing?Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits當(dāng)前第15頁\共有24頁\編于星期五\4點(diǎn)CharacteristicsofServices

ComparedtoGoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity當(dāng)前第16頁\共有24頁\編于星期五\4點(diǎn)ImplicationsofIntangibilityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult當(dāng)前第17頁\共有24頁\編于星期五\4點(diǎn)ImplicationsofHeterogeneityServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted當(dāng)前第18頁\共有24頁\編于星期五\4點(diǎn)ImplicationsofSimultaneousProductionandConsumptionCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult當(dāng)前第19頁\共有24頁\編于星期五\4點(diǎn)ImplicationsofPerishabilityItisdifficulttosynchronizesupplyanddemandwithservicesServicescannotbereturnedorresold當(dāng)前第20頁\共有24頁\編于星期五\4點(diǎn)ChallengesforServicesDefiningandimprovingqualityDesigningandtestingnewservicesCommunicatingandmaintainingaconsistentimageAccommodatingfluctuatingdemandMotivatingandsustainingemployeecommitmentCoordinatingmarketing,operations,andhumanresourceeffortsSettingpricesFindingabalancebetweenstandardizationversuspersonalizationEnsuringthedeliveryofconsistentquality當(dāng)前第21頁\共有24頁\編于星期五\4點(diǎn)TraditionalMarketingMixAllelementswithinthecontrolofthefirmthatcommunicatethefirm’scapabilitiesandimagetocustomersorthatinfluencecustomersatisfactionwiththefirm’sproductandservices:ProductPricePlacePromotion當(dāng)前第22頁\共有24頁\編于星期五\4點(diǎn)ExpandedMixforServices--

The7PsProductPricePlacePromotionP