Services Marketing(英文版)(ppt 25页)

Services Marketing(英文版)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
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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 (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.
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Developing and Managing Marketing Mixes for Services (cont’d)：
Distribution of Services
Customers come to a service facility.
Services are brought to the consumer.
Services are provided at “arm’s length”, with no face-to-face customer contact.

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