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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter 2 Service Characteristics of Hospitality and Tourism Marketing,“Managers do not control the quality of the product when the product is a service.The quality of the service is in a precarious state it is in the hands of the service workers who produce and deliver it.-Karl Albrecht,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter,Objectives,Describe a service culture,Identify four service characteristics that affect the marketing of a hospitality or travel product.,Explain marketing strategies that are useful in the hospitality and travel industries,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,The Service Culture,The service culture focuses on serving and satisfying the customer,Empowers employees to solve customer problems,Majority of many countries GDP is service based,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Characteristics of Service Marketing,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Management Strategies for Service Businesses,Service companies must increase their competitive differentiation,service quality,and productivity,Increase in competition and costs,Decrease in productivity and quality,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Service-Profit Chain,Five Links:,Healthy service profits and growth,Satisfied and loyal customers,Greater service values,Satisfied and productive service employees,Internal service quality,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Three Types of Marketing in Service Industries,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Internal and Interactive Marketing,Internal marketing means the service firm must effectively train and motivate customer contact employees,Interactive marketing means the perceived service quality depends heavily upon the buyer-seller interaction during the service encounter,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Managing Differentiation,Solution to price competition,Differentiation through people,physical environment,and processes,Differentiation through branding,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Managing Service Quality,Exceed customers service-quality expectations,Expectations based on past experiences,word-of-mouth,and service firm advertising,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Common Virtues Regarding Service Quality,“Customer obsessed,History of top management commitment to quality,High service quality standards set,Monitor performance closely,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Tangibilizing the Product,Providing“evidence of the service,Promotional Material,Physical Environment,Employee appearance,Why is Trade Dress Protection important?,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Managing the Physical Surroundings,Improperly managed physical evidence can hurt a business,Surroundings should reinforce company positioning in customers mind,Organizational Image is how customers perceive your organization,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Stress Advantages of Nonownership,The customer does not have ownership of service product,Stress as a benefit,Rather than own and staff corporate lodging,negotiate a rate with a hotel and pay for only what you use,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Managing Employees as Part of the Product,Employees are critical,Training and motivating employees to provide good customer service is internal marketing,A,point-of-encounter,is any point at which the employee encounters the customer,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Managing Perceived Risk,Alleviate custo
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