文档介绍：Services Marketing
Copyright © Houghton pany. All rights reserved.
PowerPoint Presentation by Charlie Cook
13
Part ThreeProductDecisions
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 marketing
2
Copyright © Houghton pany. All rights reserved.
Chapter Outline
The Nature and Importance of Services
Characteristics of Services
Developing and Managing Marketing Mixes for Services
Service Quality
Nonprofit Marketing
3
Copyright © Houghton pany. All rights reserved.
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 long-term growth of the . economy.
4
Copyright © Houghton pany. All rights reserved.
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 are produced, sold, and consumed all at the same time.
Perishability
Services cannot be produced ahead of time and stored until needed.
5
Copyright © Houghton pany. All rights reserved.
The Tangibility Continuum
FIGURE
6
Copyright © Houghton pany. All rights reserved.
Characteristics of Services (cont’d)
Heter