INTRODUCTION TO SERVICES（英文版）(ppt 25页)

INTRODUCTION TO SERVICES（英文版）内容提要：
These PowerPoint slides contain selected exhibits, figures and tables from the chapters as well as objectives for the chapters.  For many chapters, we include extra lecture slides and in-class exercises that we have compiled and used in our classes.  The lecture slides are not intended to provide full outlines or complete lectures for the chapters, but rather may be used selectively to enhance class sessions.
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Explain what services are and identify service trends
Explain the need for special services marketing concepts and practices
Outline the basic differences between goods and services and the resulting challenges for service businesses
Introduce the service marketing triangle
Introduce the expanded services marketing mix
Introduce the gaps model of service quality
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Defining and improving quality
Communicating and testing new services
Communicating and maintaining a consistent image
Motivating and sustaining employee commitment
Coordinating marketing, operations and human resource efforts
Setting prices
Standardization versus personalization.