introductiontoservices英文版(完整版)
【正文】 hat influence customer satisfaction with the firm’s product and services: ? Product ? Price ? Place ? Promotion McGrawHill 169。 2023 The McGrawHill Companies 13 S M Implications of Simultaneous Production and Consumption ?Customers participate in and affect the transaction ?Customers affect each other ?Employees affect the service oute ?Decentralization may be essential ?Mass production is difficult McGrawHill 169。 2023 The McGrawHill Companies 7 S M Figure 11 Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fastfood Outlets Fastfood Outlets ? ? ? ? ? ? ? ? ? ? ? ? McGrawHill 169。 2023 The McGrawHill Companies 1 S M McGrawHill 169。 2023 The McGrawHill Companies 4 S M Objectives for Chapter 1: Introduction to Services ? Explain what services are and identify service trends ? Explain the need for special services marketing concepts and practices ? Outline the basic differences between goods and services and the resulting challenges for service businesses ? Introduce the service marketing triangle ? Introduce the expanded services marketing mix ? Introduce the gaps model of service quality McGrawHill 169。 2023 The McGrawHill Companies 10 S M Differences Between Goods and Services Intangibility Perishability Simultaneous Production and Consumption Heterogeneity McGrawHill 169。 2023 The McGrawHill Companies 18 S M Ways to Use the Services Marketing Triangle Overall Strategic Assessment – How is the service anization doing on all three sides of the triangle? – Where are the weaknesses? – What are the strengths? Specific Service Implementation ? What is being promoted and by whom? ? How will it be delivered and by whom? ? Are the supporting systems in place to deliver the promised service? McGraw
職業(yè)教育相關推薦
鄂ICP備17016276號-1