661服務(wù)產(chǎn)品策略servicesmarketing(ppt25)——專門講服務(wù)產(chǎn)品策略的培訓(xùn)資料-產(chǎn)品策略-資料下載頁(yè)
2025-08-08 11:04本頁(yè)面
【導(dǎo)讀】ServiceQuality. NonprofitMarketing. Service. ServiceFacts(.). Intangibility. sametime.Perishability. untilneeded.Heterogeneity. CustomerContact. experience.
【正文】 ty ? Analysis of Customer Expectations –Levels of customer service expectations ? Desired: if met, customer is very satisfied ? Acceptable: if met, customer is not dissatisfied –Conduct marketing research ? Focus groups ? Comment cards ? Asking employees Desired Service Acceptable Service Zone of Tolerance Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–22 Delivering Exceptional Service Quality (cont’d) ? Service Quality Specifications –Establish goals for service delivery –Secure management’s mitment to service quality ? Employee Performance –Train customercontact employees at all levels –Incorporate service quality into employee evaluation and pensation systems Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–23 Delivering Exceptional Service Quality (cont’d) ? Management of Service Expectations –Conduct advertising campaigns that make realistic promises of service –Establish good internal munications to inform employees and ensure promises are kept Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–24 Nonprofit Marketing ? Nonprofit Marketing –Marketing conducted to achieve some goal other than ordinary business goals of profit, market share, or return on investment ? How Is Nonprofit Marketing Different? –Beneficiaries are clients, members, or the public –Greater opportunities for creativity –More difficult to judge marketing success –Sometimes more controversial Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–25 Nonprofit Marketing (cont’d) ? Nonprofit Marketing Objectives –To obtain a desired response from a target market –Organization’s goals and nature of the exchange with target market both affect marketing objectives.
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