市场营销专业英语 topic 9

Chapter9MarketingofServicesContents9.1TheUniquenessofService9.1.1TheFourI’sofService9.1.2TheServiceContinuum9.1.3ClassifyingServices9.2HowConsumersPurchaseServices9.2.1ThePurchaseProcess9.2.2PurchaseEvaluation9.2.3CustomerContactAudit9.3ManagingtheMarketingofServices9.3.1Product(Service)9.3.2Pricing9.3.3Place(Distribution)9.3.4Promotion9.1TheUniquenessofServiceServicesareperformances,acts,expertise,ordeedsthatconsumerspayforwithmoneyorwithsomethingelseofvalue,suchastheirsowntime.9.1.1TheFourI’sofServiceTherearefouruniqueelementstoservices:intangibility,inconsistency,inseparability,andinventory.ThesefourelementsarereferredtoasthefourI’sofservices.IntangibilityServicesareintangible;thatis,theycan’tbeheld,touched,orseenbeforethepurchasedecision.InconsistencyMarketingservicesischallengingbecausethequalityofaserviceisofteninconsistent.Sincemanyservicesdependonpeoplewhoprovidethem,theirqualityofservicecanvarywitheachperson’scapabilitiesandtheday-to-dayperformanceofthesameindividual.InseparabilityInmostcasestheconsumercannot(anddoesnot)separatetheservicefromthedelivereroftheserviceorthesettinginwhichtheserviceoccurs.InventoryWithservices,inventorycarryingcostsaremoresubjectiveandarerelatedtoidleproductioncapacity,oravailabilityoftheserviceproviderwhenthereisnodemand.Theinventorycostofaserviceisthecostofreimbursingthepersonusedtoprovidetheservicealongwithanyneededequipment.9.1.2TheServiceContinuum9.1.3ClassifyingServicesDeliverybypeopleorequipmentProfitandnonprofitorganizationsGovernmentSponsoredorNot9.2HowConsumersPurchaseServices9.2.1ThePurchaseProcessTheintangibleandinseparableaspectsofservicesaffecttheconsumer'sevaluationofthepurchase.Becauseservicescannotbedisplayed,demonstrated,orillustrated,consumerscannotmakeaprepurchaseevaluationofallthecharacteristicsofservices.Similarly,becauseservicesareproducedandconsumedsimultaneously,thebuyermustparticipateinproducingtheservice,andthatparticipationcanaffecttheevaluationoftheservice.9.2.2PurchaseEvaluationOnceaconsumertriesaservice,howdoessheevaluateit?Primarilybycomparingexpectationsabouttheservicewithactualexperienceshehaswiththeservice.9.2.3CustomerContactAuditConsumersjudgeservicesonthetangibleaspectsofexperienceandontheirinteractionwiththeserviceprovider.Tofocusontheseexperienceorserviceencounters,afirmcandevelopacustomercontactaudit-aflowchartofthepointsofinteractionbetweenconsumerandserviceprovider.Thisisparticularlyimportantinhigh-contactservicesuchashotels,educationalinstitutions,andautomobilerentalagencies.9.3ManagingtheMarketingofServicesJustastheuniqueaspectsofservicesnecessitatechangesintheconsumer’spurchaseprocess,themarketingmanagementprocessrequiresspecialadaptation.Inservicesmarketing,theemployeeoftenplaysacentralroleinattracting,building,andmaintainingrelationshipswithcustomers.Thisaspectofservicesmarketinghasledtoanewconcept—internalmarketing.Internalmarketingisbasedonthenotionthataserviceorganizationmustfocusonitsemployees,orinternalmarket,beforesuccessfulprogramscanbedirectedatcustomers.Let’susethefourPsframeworkofthetextfordiscussingthemarketingmixforservices.9.3.1Product(Service)ExclusivityBrandingCapacityManagement9.3.2PricingSettingPricesTwocommonmethodsofpricingservicesarecostpluspercentage-of-costandtargetROIpricing.RoleofPricingPricingplaystwoessentialroles:toaffectconsumerperceptionsandtobeusedincapacitymanagement.9.3.3Place(Distribution)Placeofdistributionisamajorfactorindevelopingservicemarketingstrategybecauseoftheinseparabilityofservicesfromtheproducer.Rarelyareintermediariesinvolvedinthedistributionofaservice;thedistributionsiteandservicedelivererarethetangiblecomponentsoftheservice.9.3.4PromotionThevalueofpromotion,specificallyadvertising,formanyservicesisinshowingthebenefitsofpurchasingtheservice.PublicRelationsPublicrelationshasplayedamajorroleinthepromotionalstrategyofnonprofitservicesandprofessionalorganizations.WordsandExpressions1.Services服务2.FourI’sofservices服务的4I’s3.service-basedeconomy:服务经济4.Servicecontinuum服务图谱5.inseparability:不可分离性6.heterogeneity:各种各样，异质性7.Internalmarketing内部营销8.inconsistency:不确定性9.low-priceprovider:低价产品提供者10.productdriven:产品驱动的11.customer-valuedriven:顾客价值驱动的12.intangibility:无形性13.upgradingtheirexistingproducts:升级产品