Services Marketing(英文版)(ppt 25页)
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Services Marketing(英文版)内容提要：
Chapter Learning Objectives：
To understand the nature and importance of services
To identify the characteristics of services that differentiate them from goods
To describe how the characteristics of services influence the development of marketing mixes for services
To understand the importance of service quality and explain how to deliver exceptional service quality
To explore the nature of nonprofit marketing
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Characteristics of Services (cont’d)：
Heterogeneity
Variation in the quality of services delivered by individuals and organizations
Client-Based Relationships
Interactions that result in satisfied customers who use a service repeatedly over time
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Developing and Managing Marketing Mixes for Services (cont’d)：
Distribution of Services
Marketing channels are typically short and direct, with no or few intermediaries.
Inseparability of service requires a focus on service demand/supply management (e.g., scheduling of service delivery).
Accessibility to services is increased by substituting automated equipment for contact personnel.
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