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【正文】 are produced, sold, and consumed all at the same time.?Perishability–Services cannot be produced ahead of time and stored until needed.5reserved.*成功經(jīng)理人 The Tangibility Continuum FIGURE 6reserved.*成功經(jīng)理人 Characteristics of Services (cont’d)?Heterogeneity–Variation in the quality of services delivered by individuals and anizations?ClientBased Relationships–Interactions that result in satisfied customers who use a service repeatedly over time7reserved.*成功經(jīng)理人 Characteristics of Services (cont’d)?Customer Contact–The level of interaction between the service provider and the customer necessary to deliver the service?Highcontact services require the customer to be present during the production of the service.?High contact services require welltrained and motivated service personnel.?Lowcontact services do not require the customer’s continuous presence while the service is carried out.8reserved.*成功經(jīng)理人 9reserved.*成功經(jīng)理人 10reserved.*成功經(jīng)理人 Developing and Managing Marketing Mixes for Services?Development of Services–Package or bundle of services consists of?core services that are the expected basic service experience.?supplementary services that differentiate the service bundle from those of other petitors.?“Basic,” “Standard,” and “Deluxe” service binations are customtailored to consumers’ specific needs.11reserved.*成功經(jīng)理人 Developing and Managing Marketing Mixes for Services (cont’d)?Development of Services (cont’d)–Effective
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