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【正文】 atisfied–Conduct marketing research?Focus groups?Comment cards?Asking employeesDesired ServiceAcceptable ServiceZone of Tolerance21reserved.*成功經(jīng)理人 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 systems22reserved.*成功經(jīng)理人 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 kept23reserved.*成功經(jīng)理人 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 controversial24reserved.*成功經(jīng)理人 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.25reserved.*。成功經(jīng)理人 Services MarketingCopyright 169。 Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie C
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