服务产品的营销策略(英文版)(ppt 25页)

服务产品的营销策略内容提要：
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
Chapter Outline：
The Nature and Importance of Services
Characteristics of Services
Developing and Managing Marketing Mixes for Services
Service Quality
Nonprofit Marketing

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