【正文】 Low Emerce continuum Selling information (eservice) Selling value added service Selling services with goods Selling goods (emerce) Information vs. goods content Information dominates Information with some service Goods with support services Goods dominate Degree of customer content Selfservice Call center backup Call center support Call center order processing Standardization vs. customization Mass distribution Some personalization Limited customization Fill individual orders Shipping and handling costs Digital asset Mailing Shipping Shipping, order fulfillment, and warehousing Aftersales service None Answer questions Remote maintenance Returns possible Example service Used car prices Online leisure travel agent Computer/IT support Online retailer Example firm Economics of Scalability 233 Limits in the Use of Information ? Antipetitive (. Barrier to entry) ? Fairness (. Yield management) ? Invasion of Privacy (. Micromarketing) ? Data Security (. Home Depot, Target, Turbotax hacked) ? Reliability (. Credit report) 234 Using Information to Categorize Customers ? Coding grades customers on how profitable their business is. ? Routing is used by call centers to place customers in different queues based on customer code. ? Targeting allows choice customers to have fees waived and get other hidden discounts. ? Sharing data about your transaction history with other firms is a source of revenue. 235 Stages in Service Firm Competitiveness 236 社工 義務(wù)教育 連鎖超商 常春藤盟校 Apple Inc. Google Stages in Service Firm Competitiveness 237 ? Mini Cases – Case United Commercial Bank and El Banco – Case The Alamo Drafthouse 。Service Strategy 服 務(wù)策略 Chap. 2 A plan to outperform petitors ? Strategic service vision ? is formulated by addressing questions about – The target market – Service concept – Operating strategy – Delivery system Strategic Service Vision Target Market Segments ? What are mon characteristics of important market segments? ? What dimensions to segment the market? – demographic, psychographic ? How important are various segments? ? What needs does each have? ? How well are these needs being served, in what manner, by whom? 23 Strategic Service Vision Service Concept ? What are important elements of the service to be provided, stated in terms of results produced for customers? ? How are these elements supposed to be perceived by the target market segment, by the market in general, by employees, by others? ? How do customer