(精品)服务产品策略PF

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright Houghton Mifflin Company.All rights,reserved.,13,*,成功经理人,http:/,Services Marketing,Copyright Houghton Mifflin Company.All rights reserved.,PowerPoint Presentation by Charlie Cook,13,Part Three,ProductDecisions,Chapter Learning Objectives,To understand the nature and importance of services,To identify the characteristics of services that differentiate them from goods,To describe how the characteristics of services influence the development of marketing mixes for services,To understand the importance of service quality and explain how to deliver exceptional service quality,To explore the nature of nonprofit marketing,2,Copyright Houghton Mifflin Company.All rights,reserved.,Chapter Outline,The Nature and Importance of Services,Characteristics of Services,Developing and Managing Marketing Mixes for Services,Service Quality,Nonprofit Marketing,3,Copyright Houghton Mifflin Company.All rights,reserved.,The Nature and Importance of Services,Service,An intangible product involving a deed,performance,or effort that cannot be physically possessed,Application of human and/or mechanical efforts directed at people or objects,Service Facts(U.S.),Service industries account for over 50%of GDP.,Service industries employ 80%of,nonfarm,workers.,More than half of new businesses are service firms.,Services have increased in tandem with the long-term growth of the U.S.economy.,4,Copyright Houghton Mifflin Company.All rights,reserved.,Characteristics of Services,Intangibility,Services are actions that have no permanent physical qualities as opposed to goods which can be touched and possessed over time.,Inseparability of Production and Consumption,The production of a service cannot be separated from its consumption by the customer.,Services are produced,sold,and consumed all at the same time.,Perishability,Services cannot be produced ahead of time and stored until needed.,5,Copyright Houghton Mifflin Company.All rights,reserved.,The Tangibility Continuum,FIGURE 13.1,6,Copyright Houghton Mifflin Company.All rights,reserved.,Characteristics of Services(contd),Heterogeneity,Variation in the quality of services delivered by individuals and organizations,Client-Based Relationships,Interactions that result in satisfied customers who use a service repeatedly over time,7,Copyright Houghton Mifflin Company.All rights,reserved.,Characteristics of Services(contd),Customer Contact,The level of interaction between the service provider and the customer necessary to deliver the service,High-contact services require the customer to be present during the production of the service.,High contact services require well-trained and motivated service personnel.,Low-contact services do not require the customers continuous presence while the service is carried out.,8,Copyright Houghton Mifflin Company.All rights,reserved.,9,Copyright Houghton Mifflin Company.All rights,reserved.,10,Copyright Houghton Mifflin Company.All rights,reserved.,Developing and Managing Marketing Mixes for Services,Development of Services,Package or bundle of services consists of,core services that are,the expected basic service experience.,supplementary services that differentiate the service bundle from those of other competitors.,“Basic,”“Standard,”and“Deluxe”service combinations are custom-tailored to consumers specific needs.,11,Copyright Houghton Mifflin Company.All rights,reserved.,Developing and Managing Marketing Mixes for Services(contd),Development of Services(contd),Effective delivery of services,Segment the pleasure and combine the pain,Get bad experiences out of the way as soon as possible,Build commitment through choice,Give ritual to consumers,Finish strong,12,Copyright Houghton Mifflin Company.All rights,reserved.,Developing and Managing Marketing Mixes for Services(contd),Distribution of Services,Customers come to a service facility.,Services are brought to the consumer.,Services are provided at“arms length”,with no face-to-face customer contact.,13,Copyright Houghton Mifflin Company.All rights,reserved.,24/7 ATM,Developing and Managing Marketing Mixes for Services(contd),Distribution of Services,Marketing channels are typically short and direct,with no or few intermediaries.,Inseparability of service requires a focus on service demand/supply management(e.g.,scheduling of service delivery).,Accessibility to services is increased by substituting automated equipment for contact personnel.,14,Copyright Houghton Mifflin Company.All rights,reserved.,Developing and Managing Marketing Mixes for Services(contd),Promotion of Services,Overcoming the Intangibility of Services,Providing tangible(symbolic)cues/images,Promoting price,guarantees,availability,personnel,Using concrete,specific language in advertising,Using personal selling and word-of-mouth advertising,Offering services on a trial basis,15,Copyright Houghton Mifflin Company.All rights,reser