服务产品策略PFPPT推荐.ppt
- 文档编号:15406961
- 上传时间:2022-10-30
- 格式:PPT
- 页数:25
- 大小:670.50KB
服务产品策略PFPPT推荐.ppt
《服务产品策略PFPPT推荐.ppt》由会员分享,可在线阅读,更多相关《服务产品策略PFPPT推荐.ppt(25页珍藏版)》请在冰豆网上搜索。
成功经理人http:
@#@/ServicesMarketingCopyrightHoughtonMifflinCompany.Allrightsreserved.CopyrightHoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCookPowerPointPresentationbyCharlieCook1313PartThreeProductProductDecisionsDecisions成功经理人http:
@#@/ChapterLearningObjectivesTounderstandthenatureandimportanceofservicesToidentifythecharacteristicsofservicesthatdifferentiatethemfromgoodsTodescribehowthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservicesTounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequalityToexplorethenatureofnonprofitmarketing2CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/ChapterOutlineTheNatureandImportanceofServicesCharacteristicsofServicesDevelopingandManagingMarketingMixesforServicesServiceQualityNonprofitMarketing3CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/TheNatureandImportanceofServicesServiceAnintangibleproductinvolvingadeed,performance,oreffortthatcannotbephysicallypossessedApplicationofhumanand/ormechanicaleffortsdirectedatpeopleorobjectsServiceFacts(U.S.)Serviceindustriesaccountforover50%ofGDP.Serviceindustriesemploy80%ofnonfarmworkers.Morethanhalfofnewbusinessesareservicefirms.Serviceshaveincreasedintandemwiththelong-termgrowthoftheU.S.economy.4CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/CharacteristicsofServicesIntangibilityServicesareactionsthathavenopermanentphysicalqualitiesasopposedtogoodswhichcanbetouchedandpossessedovertime.InseparabilityofProductionandConsumptionTheproductionofaservicecannotbeseparatedfromitsconsumptionbythecustomer.Servicesareproduced,sold,andconsumedallatthesametime.PerishabilityServicescannotbeproducedaheadoftimeandstoreduntilneeded.5CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/TheTangibilityContinuumFIGURE13.16CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/CharacteristicsofServices(contd)HeterogeneityVariationinthequalityofservicesdeliveredbyindividualsandorganizationsClient-BasedRelationshipsInteractionsthatresultinsatisfiedcustomerswhouseaservicerepeatedlyovertime7CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/CharacteristicsofServices(contd)CustomerContactThelevelofinteractionbetweentheserviceproviderandthecustomernecessarytodelivertheserviceHigh-contactservicesrequirethecustomertobepresentduringtheproductionoftheservice.Highcontactservicesrequirewell-trainedandmotivatedservicepersonnel.Low-contactservicesdonotrequirethecustomerscontinuouspresencewhiletheserviceiscarriedout.8CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/9CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/10CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/DevelopingandManagingMarketingMixesforServicesDevelopmentofServicesPackageorbundleofservicesconsistsofcoreservicesthataretheexpectedbasicserviceexperience.supplementaryservicesthatdifferentiatetheservicebundlefromthoseofothercompetitors.“Basic,”“Standard,”and“Deluxe”servicecombinationsarecustom-tailoredtoconsumersspecificneeds.11CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/DevelopingandManagingMarketingMixesforServices(contd)DevelopmentofServices(contd)EffectivedeliveryofservicesSegmentthepleasureandcombinethepainGetbadexperiencesoutofthewayassoonaspossibleBuildcommitmentthroughchoiceGiveritualtoconsumersFinishstrong12CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/DevelopingandManagingMarketingMixesforServices(contd)DistributionofServicesCustomerscometoaservicefacility.Servicesarebroughttotheconsumer.Servicesareprovidedat“armslength”,withnoface-to-facecustomercontact.13CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/24/7ATM24/7ATMDevelopingandManagingMarketingMixesforServices(contd)DistributionofServicesMarketingchannelsaretypicallyshortanddirect,withnoorfewintermediaries.Inseparabilityofservicerequiresafocusonservicedemand/supplymanagement(e.g.,schedulingofservicedelivery).Accessibilitytoservicesisincreasedbysubstitutingautomatedequipmentforcontactpersonnel.14CopyrightHoughtonMifflinCompany.Allrightsreserved.成功经理人http:
@#@/DevelopingandManagingMarketingMixesforServices(contd)PromotionofServicesOvercomingtheIntangibilityofServicesProvidingtangible(symbolic)cues/imagesPromotingprice,guarantees,availability,personnelUsingconcrete,specificlanguageinadvertisingUsingpersonalsellingandword-of-mouthadvertisingOfferingservicesonatrialbasis15CopyrightHoughtonMifflinCompany.Allrightsr
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 服务 产品 策略 PF
![提示](https://static.bdocx.com/images/bang_tan.gif)