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【正文】 ook13Part ThreeProductDecisions成功經(jīng)理人 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 marketing2reserved.*成功經(jīng)理人 Chapter Outline?The Nature and Importance of Services?Characteristics of Services?Developing and Managing Marketing Mixes for Services?Service Quality?Nonprofit Marketing3reserved.*成功經(jīng)理人 The Nature and Importance of Services?Service–An intangible product involving a deed, performance, or effort that cannot be physically possessed–Application of human and/or mechanical efforts directed at people or objects?Service Facts (.)–Service industries account for over 50% of GDP.–Service industries employ 80% of nonfarm workers.–More than half of new businesses are service firms.–Services have increased in tandem with the longterm growth of the . economy.4reserved.*成功經(jīng)理人 Characteristics of Services?Intangibility–Services are actions that have no permanent physical qualities as opposed to goods which can be touched and possessed over time.?Inseparability of Production and Consumption–The production of a service cannot be separated from its consumption by the customer.?Services
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