科特勒营销管理下载_Marketing_Management14.ppt

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1、Chapter14DesigningandManagingServicesObjectivesServiceDefinitions&ClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,&ProductivityImprovingCustomerSupportServicesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibl

2、eGoodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowFourServic

3、eCharacteristicsServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryOvercomingServiceChallengesThreeTypesofMarketinginServiceIndustriesInternalmarketingCompanyC

4、ustomersExternalmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustryServiceDifferentiationOfferDeliveryImageService-QualityModelExpectedserviceManagementperceptionsofconsumerexpectationsMarketerConsumerGap1Servicedelivery(

5、includingpre-andpost-contacts)Gap3Translationofperceptionstoservice-qualityspecificationsGap2Gap5PerceivedserviceExternalcommuni-cationstoconsumersGap4PersonalneedsPastexperienceWord-of-mouthcommunicationsDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangi

6、blesServiceExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivityImportance-PerformanceAnalysisA.ConcentratehereB.KeepupthegoodworkD.PossibleoverkillC.LowpriorityExtremely

7、importantSlightlyimportantExcellentperformanceFairperformance1291113121434567810#=AttributesComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints