菲利普科特勒市场营销第10版全套19个14

1、Chapter 14Designing and1ObjectivesService Definitions & ClassificationsHow Services Differ GoodsImproving Service Differentiation, Quality, & ProductivityImproving Customer Support Services2Categories of Service MixPureServiceTangibleGoodw/ServicesMajorServicew/ GoodsHybridPureTangibleGood3ServicesI

2、nseparabilityServices cannotbe separatedfrom theirprovidersPerishabilityServices cannotbe stored forlater sale or useIntangibilityServices cannotbe seen, tasted,felt, heard, orsmelled beforepurchaseVariabilityQuality ofservices dependson who providesthem and when,where, and howFour Service Character

3、istics4ServicesInseparabilityIncreaseproductivity ofprovidersPerishabilityMatch supplyand demandIntangibilityUse cues tomake it tangibleVariabilityStandardizeserviceproduction& deliveryOvercoming Service Challenges5Three Types of Marketingin Service IndustriesInternalmarketingCompanyCustomersExterna

4、lmarketingEmployeesInteractivemarketingCleaning/maintenanceservicesFinancial/bankingservicesRestaurantindustry6Service DifferentiationOfferDeliveryImage7Service-Quality ModelExpected serviceManagement perceptionsof consumer expectationsMarketerConsumerGap 1Service delivery (includingpre- and post-co

5、ntacts)Gap 3Translation of perceptionsto service-quality specificationsGap 2Gap 5Perceived serviceExternalcommuni-cations toconsumersGap 4Personal needsPast experienceWord-of-mouthcommunications8Determinants of Service QualityReliabilityResponsivenessAssuranceEmpathyTangibles9ServiceExcellenceStrate

6、gic ConceptTop-Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsSatisfying Both Employees & CustomersManaging Productivity10Importance-Performance AnalysisA. Concentrate hereB. Keep up the good workD. Possible overkillC. Low priorityExtremely importantSlightly importantExcellent performanceFair performance1291113121434567810# = Attributes11Complaint ResolutionHiring Criteria & Training for Emp