服务营销[外文翻译].docVIP

（二）标题：Services Marketing 原文：COURSE OBJECTIVES The objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. Problems commonly encountered in marketing services -- such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality -- will be addressed. Strategies used by successful services marketers to overcome these difficulties will be discussed. The emphasis will be on service universals rather than on any particular industry (such as bank marketing). However, concepts will be illustrated using cases, examples, and exercises in service industries such as financial planning, airlines, the hospitality industry, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value). The course is designed not just for students with careers in services industries but also careers in goods industries with high service components (e.g., industrial products, high tech products, durable products). COURSE PHILOSOPHY Marketing is a set of skills, concepts, knowledge, analytical techniques and approaches that -- when applied appropriately -- can greatly improve the effectiveness with which business is conducted. This course is designed to allow you to further develop these skills, techniques, and approaches and to seek appropriate solutions based on reasoning and analysis. It is critical to understand that at this stage of knowledge, marketing is not a science! If it were, there would be no service failures, dissatisfied customers, or ineffective advertising. COURSE MATERIALS Marketing: Integrating Customer Focus across the Firm, fourth edition, Downloads from Course Web Site In the time we have in the mod, we will not be able to cover everything on the topic of services marketing. The textbook provides you with frameworks that are essential to underst