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1、服务营销最完整版主讲老师主讲老师:阳林阳林Tel:Email:yanglinwus主主要要参参考考资资料料1、Services Marketing in Asia(6/E)/Christopher Lovelock(克里斯托弗克里斯托弗、洛夫洛克洛夫洛克),中国人民大学出版社中国人民大学出版社2、服务营销服务营销/阳林主编阳林主编,电子工业出版社电子工业出版社,20073、服务营销、服务营销/王永贵著王永贵著,北京师范大学出版社北京师范大学出版社,20074、服务营销管理、服务营销管理/郭国庆主编郭国庆主编,中国人民大学出版社中国人民大学出版社,20055、服务管理、服务管理/菲茨西蒙斯著菲茨
2、西蒙斯著,机械工业出版社机械工业出版社,20036、期刊类、期刊类:南开管理评论、管理世界、中国营销科学学报南开管理评论、管理世界、中国营销科学学报7、外文期刊、外文期刊:Services Marketing,MarketingPart 1FOUNDATIONS FOUNDATIONS FOR SERVICES FOR SERVICES MARKETINGMARKETING1ChapterChapterIntroduction to ServicesIntroduction to ServicesWhat are services?Why services marketing?Service
3、and TechnologyCharacteristics of Services pared to GoodsServices Marketing MixStaying Focused on the CustomerObjectives for Chapter 1:Introduction to ServicesExplain what services are and identify important trends in services、Explain the need for special services marketing concepts and practices and
4、 why the need has developed and is accelerating、Explore the profound impact of technology on service、Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses、Introduce the expanded marketing mix for services and the philosophy of
5、customer focus,as powerful frameworks and themes that are fundamental to the rest of the text、Examples of Service IndustriesHealth Carehospital,medical practice,dentistry,eye careProfessional Servicesaccounting,legal,architecturalFinancial Servicesbanking,investment advising,insuranceHospitalityrest
6、aurant,hotel/motel,bed&breakfast ski resort,raftingTravelairline,travel agency,theme parkOthershair styling,pest control,plumbing,lawn maintenance,counseling services,health club,interior designFigure 1、1Contributions of Service Industries to U、S、Gross Domestic ProductSource:Inside Sams$100 Billion
7、Growth Machine,by David Kirkpatrick,Fortune,June 14,2004,p 86、Figure 1、2Tangibility SpectrumTangibleDominantIntangibleDominantSaltSoft DrinksDetergentsAutomobilesCosmeticsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingFast-foodOutletsFast-foodOutlets01020304050607080192919481969197
8、719841999Percent of U、S、Labor ForceSource:Survey of Current Business,April 1998,Table B、8,July 1988,Table 6、6B,and July 1992,Table 6、4C;Eli Ginzberg and George J、Vojta,“The Service Sector of the U、S、Economy,”Scientific American,244,3(1981):31-39、Yearn Servicesn Manufacturingn Mining&AgricultureFigur
9、e 1、3Percent of U、S、Labor Force by Industry01020304050607080194819591967197719871999Percent of GDPYearSource:Survey of Current Business,August 1996,Table 11,April 1998,Table B、3;Eli Ginzberg and George J、Vojta,“The Service Sector of the U、S、Economy,”Scientific American,244,3(1981):31-39、n Servicesn
10、Manufacturingn Mining&AgricultureFigure 1、4Percent of U、S、Gross Domestic Product by IndustryTable 1、1Eight Central Paradoxes of Technological ProductsSource:D、G、Mick and S、Fournier,“Paradoxes of Technology:Consumer Cognizance,Emotions,and Coping Strategies,”Journal of Consumer Research 25(September
11、1998),pp、12347、Table 1、2Goods versus ServicesSource:A、Parasuraman,V、A、Zeithaml,and L、L、Berry,“A Conceptual Model of Service Quality and Its Implications for Future Research,”Journal of Marketing 49(Fall 1985),pp、4150、Why study Services Marketing?Service-based economiesService as a business imperativ
12、e in manufacturing and ITDeregulated industries and professional service needsServices marketing is differentService equals profitsCharacteristics of Servicespared to GoodsIntangibilityPerishabilitySimultaneousProductionandConsumptionHeterogeneityImplications of IntangibilityServices cannot be inven
13、toriedServices cannot be easily patentedServices cannot be readily displayed or municatedPricing is difficultImplications of HeterogeneityService delivery and customer satisfaction depend on employee and customer actionsService quality depends on many uncontrollable factorsThere is no sure knowledge
14、 that the service delivered matches what was planned and promotedImplications of Simultaneous Production and ConsumptionCustomers participate in and affect the transactionCustomers affect each otherEmployees affect the service outeDecentralization may be essentialMass production is difficultImplicat
15、ions of PerishabilityIt is difficult to synchronize supply and demand with servicesServices cannot be returned or resoldChallenges for ServicesDefining and improving qualityDesigning and testing new servicesmunicating and maintaining a consistent imageAcmodating fluctuating demandMotivating and sust
16、aining employee mitmentCoordinating marketing,operations,and human resource effortsSetting pricesFinding a balance between standardization versus personalizationEnsuring the delivery of consistent qualityTraditional Marketing MixAll elements within the control of the firm that municate the firms cap
17、abilities and image to customers or that influence customer satisfaction with the firms product and services:Product Price Place PromotionExpanded Mix for Services-The 7 PsProductPricePlacePromotionPeopleAll human actors who play a part in service delivery and thus influence the buyers perceptions:n
18、amely,the firms personnel,the customer,and other customers in the service environment、Physical EvidenceThe environment in which the service is delivered and where the firm and customer interact,and any tangible ponents that facilitate performance or munication of the service、ProcessThe actual procedures,mechanisms,and flow of activities by which the service is deliveredthe service delivery and operating systems、Table 1、3Expanded Marketing Mix for Services