营销(英)课件.ppt

Services Inseparability Services cannot be separated from their providers Perishability Services cannot be stored for later sale or use Intangibility Services cannot be seen, tasted, felt, heard, or smelled before purchase Variability Quality of services depends on who provides them and when, where, and how Services Inseparability Increase productivity of providers Perishability Match supply and demand Intangibility Use cues to make it tangible Variability Standardize service production delivery Three Types of Marketingin Service Industries Internal marketing Company Customers External marketing Employees Interactive marketing Cleaning/ maintenance services Financial/ banking services Restaurant industry Service Differentiation Offer Delivery Image Service-Quality Model Expected service Management perceptions of consumer expectations Marketer Consumer Gap 1 Service delivery (including pre- and post-contacts) Gap 3 Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi- cations to consumers Gap 4 Personal needs Past experience Word-of-mouth communications Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity Importance-Performance Analysis A. Concentrate here B. Keep up the good work D. Possible overkill C. Low priority Extremely important Slightly important Excellent performance Fair performance 1 2 9 11 13 12 14 3 4 5 6 7 8 10 # = Attributes Complaint Resolution Hiring Criteria Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types Sources of Complaints Consumer Marketing Channels Wholesaler Jobber Retailer Consumer ? ? ? ? Consumer Retailer Consumer ? Manufacturer 0-level channel Wholesaler Retailer Consumer ? ? Mfg 2-level channel Mfg 3-level c