某公司服务产品策略PF*(英文版)(ppt 25页)

某公司服务产品策略PF*(英文版)内容提要：
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
The Nature and Importance of Services
Characteristics of Services
Developing and Managing Marketing Mixes for Services
Service Quality
Nonprofit Marketing
Service
An intangible product involving a deed, performance, or effort that cannot be physically possessedApplication of human and/or mechanical efforts directed at people or objectsService Facts (U.S.)
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 U.S. economy.
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.

 

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