服务营销最完整版

©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinServiceMarketing©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin主讲老师：阳林Tel：13512781865Email：[e-mail]©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin主要参考资料1、ServicesMarketinginAsia（6/E）/ChristopherLovelock(克里斯托弗.洛夫洛克)，中国人民大学出版社2、服务营销/阳林主编，电子工业出版社，20073、服务营销/王永贵著，北京师范大学出版社，20074、服务营销管理/郭国庆主编，中国人民大学出版社，20055、服务管理/菲茨西蒙斯著，机械工业出版社，20036、期刊类：南开管理评论、管理世界、中国营销科学学报7、外文期刊：ServicesMarketing，Marketing©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinPart1FOUNDATIONSFORSERVICESMARKETING1ChapterIntroductiontoServicesWhatareservices?Whyservicesmarketing?ServiceandTechnologyCharacteristicsofServicesComparedtoGoodsServicesMarketingMixStayingFocusedontheCustomer©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinObjectivesforChapter1:IntroductiontoServicesExplainwhatservicesareandidentifyimportanttrendsinservices.Explaintheneedforspecialservicesmarketingconceptsandpracticesandwhytheneedhasdevelopedandisaccelerating.Exploretheprofoundimpactoftechnologyonservice.Outlinethebasicdifferencesbetweengoodsandservicesandtheresultingchallengesandopportunitiesforservicebusinesses.Introducetheexpandedmarketingmixforservicesandthephilosophyofcustomerfocus,aspowerfulframeworksandthemesthatarefundamentaltotherestofthetext.©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinExamplesofServiceIndustriesHealthCarehospital,medicalpractice,dentistry,eyecareProfessionalServicesaccounting,legal,architecturalFinancialServicesbanking,investmentadvising,insuranceHospitalityrestaurant,hotel/motel,bed&breakfastskiresort,raftingTravelairline,travelagency,themeparkOthershairstyling,pestcontrol,plumbing,lawnmaintenance,counselingservices,healthclub,interiordesign©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinFigure1.1ContributionsofServiceIndustriestoU.S.GrossDomesticProductSource:InsideSam’s$100BillionGrowthMachine,byDavidKirkpatrick,Fortune,June14,2004,p86.©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinFigure1.2TangibilitySpectrumTangibleDominantIntangibleDominantSaltSoftDrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin01020304050607080192919481969197719841999PercentofU.S.LaborForceSource:SurveyofCurrentBusiness,April1998,TableB.8,July1988,Table6.6B,andJuly1992,Table6.4C;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.YearServicesManufacturingMining&AgricultureFigure1.3PercentofU.S.LaborForcebyIndustry©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin01020304050607080194819591967197719871999PercentofGDPYearSource:SurveyofCurrentBusiness,August1996,Table11,April1998,TableB.3;EliGinzbergandGeorgeJ.Vojta,“TheServiceSectoroftheU.S.Economy,”ScientificAmerican,244,3(1981):31-39.ServicesManufacturingMining&AgricultureFigure1.4PercentofU.S.GrossDomesticProductbyIndustry©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinTable1.1EightCentralParadoxesofTechnologicalProductsSource:D.G.MickandS.Fournier,“ParadoxesofTechnology:ConsumerCognizance,Emotions,andCopingStrategies,”JournalofConsumerResearch25(September1998),pp.123–47.©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinTable1.2GoodsversusServicesSource:A.Parasuraman,V.A.Zeithaml,andL.L.Berry,“AConceptualModelofServiceQualityandItsImplicationsforFutureResearch,”JournalofMarketing49(Fall1985),pp.41–50.©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinWhystudyServicesMarketing?Service-basedeconomiesServiceasabusinessimperativeinmanufacturingandITDeregulatedindustriesandprofessionalserviceneedsServicesmarketingisdifferentServiceequalsprofits©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinCharacteristicsofServicesComparedtoGoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneity©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinImplicationsofIntangibilityServicescannotbeinventoriedServicescannotbeeasilypatentedServicescannotbereadilydisplayedorcommunicatedPricingisdifficult©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinImplicationsofHeterogeneityServicedeliveryandcustomersatisfactiondependonemployeeandcustomeractionsServicequalitydependsonmanyuncontrollablefactorsThereisnosureknowledgethattheservicedeliveredmatcheswhatwasplannedandpromoted©2006TheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinImplicationsofSimultaneousProductionandConsumptionCustomersparticipateinandaffectthetransactionCustomersaffecteachotherEmployeesaffecttheserviceoutcomeDecentralizationmaybeessentialMassproductionisdifficult©2006TheMcGraw-HillC