服务营销.ppt

2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinService Marketing 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/Irwin主讲老师：阳林主讲老师：阳林Tel：Email：2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/Irwin 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/Irwin主要参考主要参考资料料1、Services Marketing in Asia（6/E）/Christopher Lovelock(克里斯托弗克里斯托弗.洛夫洛克洛夫洛克)，中国人民大学出版社，中国人民大学出版社2、服服务营销/阳林主阳林主编，电子工子工业出版社，出版社，20073、服、服务营销/王永王永贵著，北京著，北京师范大学出版社，范大学出版社，20074、服、服务营销管理管理/郭国郭国庆主主编，中国人民大学出版社，中国人民大学出版社，20055、服、服务管理管理/菲茨西蒙斯著，机械工菲茨西蒙斯著，机械工业出版社，出版社，20036、期刊、期刊类：南开管理：南开管理评论、管理世界、中国、管理世界、中国营销科学学科学学报7、外文期刊：、外文期刊：Services Marketing，Marketing 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinPart 1FOUNDATIONS FOUNDATIONS FOR SERVICES FOR SERVICES MARKETINGMARKETING1ChapterChapterIntroduction to ServicesIntroduction to ServicesWhat are services?Why services marketing?Service and TechnologyCharacteristics of Services Compared to GoodsServices Marketing MixStaying Focused on the Customer 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinObjectives for Chapter 1:Introduction to ServicesExplain what services are and identify important trends in services.Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating.Explore the profound impact of technology on service.Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses.Introduce the expanded marketing mix for services and the philosophy of customer focus,as powerful frameworks and themes that are fundamental to the rest of the text.2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinExamples of Service IndustriesHealth Carehospital,medical practice,dentistry,eye careProfessional Servicesaccounting,legal,architecturalFinancial Servicesbanking,investment advising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfast ski resort,raftingTravelairline,travel agency,theme parkOthershair styling,pest control,plumbing,lawn maintenance,counseling services,health club,interior design 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinFigure 1.1Contributions of Service Industries toU.S.Gross Domestic ProductSource:Inside Sams$100 Billion Growth Machine,by David Kirkpatrick,Fortune,June 14,2004,p 86.2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinFigure 1.2Tangibility SpectrumTangibleDominantIntangibleDominantSaltSoft DrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/Irwin01020304050607080192919481969197719841999Percent of U.S.Labor ForceSource:Survey of Current Business,April 1998,Table B.8,July 1988,Table 6.6B,and July 1992,Table 6.4C;Eli Ginzberg and George J.Vojta,“The Service Sector of the U.S.Economy,”Scientific American,244,3(1981):31-39.Yearn Servicesn Manufacturingn Mining&AgricultureFigure 1.3Percent of U.S.Labor Force by Industry 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/Irwin01020304050607080194819591967197719871999Percent of GDPYearSource:Survey of Current Business,August 1996,Table 11,April 1998,Table B.3;Eli Ginzberg and George J.Vojta,“The Service Sector of the U.S.Economy,”Scientific American,244,3(1981):31-39.n Servicesn Manufacturingn Mining&AgricultureFigure 1.4Percent of U.S.Gross Domestic Product by Industry 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinTable 1.1Eight Central Paradoxes of Technological ProductsSource:D.G.Mick and S.Fournier,“Paradoxes of Technology:Consumer Cognizance,Emotions,and Coping Strategies,”Journal of Consumer Research 25(September 1998),pp.12347.2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinTable 1.2Goods versus ServicesSource:A.Parasuraman,V.A.Zeithaml,and L.L.Berry,“A Conceptual Model of Service Quality and Its Implications for Future Research,”Journal of Marketing 49(Fall 1985),pp.4150.2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinWhy study Services Marketing?Service-based economiesService as a business imperative in manufacturing and ITDeregulated industries and professional service needsServices marketing is differentService equals profits 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinCharacteristics of ServicesCompared to GoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinImplications of IntangibilityServices cannot be inventoriedServices cannot be easily patentedServices cannot be readily displayed or communicatedPricing is difficult 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinImplications of HeterogeneityService delivery and customer satisfaction depend on employee and customer actionsService quality depends on many uncontrollable factorsThere is no sure knowledge that the service delivered matches what was planned and promoted 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinImplications of Simultaneous Production and ConsumptionCustomers participate in and affect the transactionCustomers affect each otherEmployees affect the service outcomeDecentralization may be essentialMass production is difficult 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinImplications of PerishabilityIt is difficult to synchronize supply and demand with servicesServices cannot be returned or resold 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinChallenges for ServicesDefining and improving qualityDesigning and testing new servicesCommunicating and maintaining a consistent imageAccommodating fluctuating demandMotivating and sustaining employee commitmentCoordinating marketing,operations,and human resource effortsSetting pricesFinding a balance between standardization versus personalizationEnsuring the delivery of consistent quality 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinTraditional Marketing MixAll elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services:Product Price Place Promotion 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinExpanded Mix for Services-The 7 PsProductPricePlacePromotionPeopleAll human actors who play a part in service delivery and thus influence the buyers perceptions:namely,the firms personnel,the customer,and other customers in the service environment.Physical EvidenceThe environment in which the service is delivered and where the firm and customer interact,and any tangible components that facilitate performance or communication of the service.ProcessThe actual procedures,mechanisms,and flow of activities by which the service is deliveredthe service delivery and operating systems.2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinTable 1.3Expanded Marketing Mix for Services 2006 The McGraw-Hill Companies,Inc.All rights reserved.McGraw-Hill/IrwinWays to Use the 7 PsOverall Strategic AssessmentHow effective is a firms services marketing mix?Is the mix well-aligned with overall vision and strategy?What are the strengths and weaknesses in terms of the 7 Ps?Specific Service ImplementationWho is the customer?What is the service?How effectively does the services marketing mix for a service communicate its benefits and quality?What changes/improvements are needed?此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！