中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER12Word文档格式.docx
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中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER12Word文档格式.docx
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AstheUnitedStatesmovesincreasinglytowardaserviceeconomyandbeyond,marketersneedtoknowmoreaboutmarketingserviceproducts.Servicesareactivitiesorbenefitsthatonepartycanoffertoanotherthatareessentiallyintangibleanddonotresultinownershipofanythingtangible.Servicesareintangible,inseparable,variable,andperishable.Eachcharacteristicposesproblemsandrequiresstrategies.Marketershavetofindwaystomaketangibletheintangible;
toincreasetheproductivityofproviderswhoareinseparablefromtheproduct;
tostandardizequalityinthefaceofvariability;
andtoinfluencedemandmovementsandsupplycapacitiesbetterinthefaceofserviceperishability.
Becauseservicesgenerallyareintangible,customersperceivethemasamoreriskypropositionandevaluationmoredifficult.Accordingly,theytendtorelymoreonpersonalreferencesorinformationsources,reputation(brandnameandimage),andthepriceand/orfacilitiesoftheserviceproviderasanindicationofquality.Amongthemeansbywhichtheserviceprovidercanreinforcetheseelementsandovercometheperceptionsofriskistoreducethecomplexityinvolvedwiththeservice(paperworkandbureaucracy),stressthepositiveelementsoftangibilityintheservice,makeallcommunicationswiththecustomerveryclearandunambiguous,andfocusconstantlyonservicequality.
Serviceindustrieshavetypicallylaggedbehindmanufacturingfirmsinadoptingandusingmarketingconcepts,butthisischanging.Servicesmarketingstrategycallsnotonlyforexternalmarketingbutalsoforinternalmarketingtomotivateemployees,andinteractivemarketingtocreateskillsintheserviceproviders.Further,inthefuturecustomerswillusemoretechnicalandfunctionalcriteriatojudgethequalityofservices.
Evenproduct-basedcompaniesmustprovideandmanageaservicebundlefortheircustomers;
infact,theirservicesbundlemaybemorecriticalthantheproductinwinningcustomers.Theservicemixincludespre-saleservicessuchastechnicaladviceanddependabledelivery,aswellaspostsaleservicesincludingpromptrepairandpersonneltraining.Themarketerhastodecideonthemix,quality,andsourceofvariousproductsupportservicesforcustomers.Servicemarketers,tosucceed,mustcreatecompetitivedifferentiation,offerhighservicequality,andfindwaystoincreaseserviceproductivitywithoutreducingtheperceivedservicelevel.
B.LearningObjectives
∙Learnhowtodefineandclassifyvariousservices.
∙Understandthedistinctivecharacteristicsofservices.
∙Determinehowservicefirmscanimprovetheirdifferentiation,quality,andproductivity.
∙Recognizedhowgoods-producingcompaniescanimprovetheircustomer-supportservice.
C.ChapterOutline
I.Introduction
II.TheNatureofServices
∙Anyactorperformanceonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.
∙Mayormaynotbetiedtoaphysicalproduct.
A.CategoriesofServiceMix
1.Puretangiblegood
2.Tangiblegoodwithaccompanyingservices
3.Hybrid
4.Majorservicewithaccompanyingminorgoodsandservices
5.Pureservice(degreeofpeopleandequipmentbasedserviceactivityprovidesanimportantvariableinthegoods-to-servicemix)
B.CharacteristicsofServicesandtheMarketingImplications
1.Intangibility-Servicescannotbeseen,heard,touched,tastedorfelt.Acriticalelementhereisthesignsorevidenceofservicequalitytotransformintangibleservicesintomeaningfulbenefits
2.Inseparability-Servicesareproducedandconsumedsimultaneously,andtheprovider-clientinteractionisanimportantaspectintheoutcome.
3.Variability-Thequalityofaservicedependsonwhen,where,andbywhomtheyareprovided,withtrainingacrucialdifferentiator.
4.Perishability-Servicescannotbestoredforlateruse.Thereareseveralstrategiesthatcanbeusedforproducingabettermatchbetweenservicedemandandsupply.
III.MarketingStrategiesforServiceFirms
A.Threeadditional“Ps”
1.People(shouldbecompetent,caringandresponsive)
2.Physicalevidence(developmentofalookandobservablestyle)
3.Processes(howtheserviceisdelivered).
a)Goal:
achieveahighlevelofinteractivemarketingbetweenproviderandclient.
B.ManagingDifferentiation–
1.Offer,fasterdelivery,betterdelivery,and/orbetterimage,asperceivedbycustomers.
2.Developadifferentiatedoffer,delivery,orimageasthealternativetopricecompetition).
C.ManagingServiceQuality–
1.Differentiatethroughconsistentlyhigherqualityservicethatmeetsorexceedscustomerexpectations(perceivedversusexpectedservice).
2.Eliminategapsthatcause
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- 中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER12 中山大学 柏林 教授 广告 策划 实务 案例 绝密 资料 KOTLER12