Содержание
- 2. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Learning Objectives To understand the nature and
- 3. Copyright © Houghton Mifflin Company. All rights reserved. Chapter Outline The Nature and Importance of Services
- 4. Copyright © Houghton Mifflin Company. All rights reserved. The Nature and Importance of Services Service An
- 5. Copyright © Houghton Mifflin Company. All rights reserved. Characteristics of Services Intangibility Services are actions that
- 6. Copyright © Houghton Mifflin Company. All rights reserved. The Tangibility Continuum FIGURE 13.1
- 7. Copyright © Houghton Mifflin Company. All rights reserved. Characteristics of Services (cont’d) Heterogeneity Variation in the
- 8. Copyright © Houghton Mifflin Company. All rights reserved. Characteristics of Services (cont’d) Customer Contact The level
- 9. Copyright © Houghton Mifflin Company. All rights reserved.
- 10. Copyright © Houghton Mifflin Company. All rights reserved.
- 11. Copyright © Houghton Mifflin Company. All rights reserved. Developing and Managing Marketing Mixes for Services Development
- 12. Copyright © Houghton Mifflin Company. All rights reserved. Developing and Managing Marketing Mixes for Services (cont’d)
- 13. Copyright © Houghton Mifflin Company. All rights reserved. Developing and Managing Marketing Mixes for Services (cont’d)
- 14. Copyright © Houghton Mifflin Company. All rights reserved. 24/7 ATM Developing and Managing Marketing Mixes for
- 15. Copyright © Houghton Mifflin Company. All rights reserved. Developing and Managing Marketing Mixes for Services (cont’d)
- 16. Copyright © Houghton Mifflin Company. All rights reserved. Developing and Managing Marketing Mixes for Services (cont’d)
- 17. Copyright © Houghton Mifflin Company. All rights reserved. Service Quality Model FIGURE 13.2 Source: “Service Quality
- 18. Copyright © Houghton Mifflin Company. All rights reserved. Service Quality Service Quality Customers’ perception of how
- 19. Copyright © Houghton Mifflin Company. All rights reserved. Service Quality (cont’d) Customer Evaluation of Service Quality
- 20. Copyright © Houghton Mifflin Company. All rights reserved.
- 21. Copyright © Houghton Mifflin Company. All rights reserved. Delivering Exceptional Service Quality Analysis of Customer Expectations
- 22. Copyright © Houghton Mifflin Company. All rights reserved. Delivering Exceptional Service Quality (cont’d) Service Quality Specifications
- 23. Copyright © Houghton Mifflin Company. All rights reserved. Delivering Exceptional Service Quality (cont’d) Management of Service
- 24. Copyright © Houghton Mifflin Company. All rights reserved. Nonprofit Marketing Nonprofit Marketing Marketing conducted to achieve
- 25. Copyright © Houghton Mifflin Company. All rights reserved. Nonprofit Marketing (cont’d) Nonprofit Marketing Objectives To obtain
- 26. Copyright © Houghton Mifflin Company. All rights reserved. Developing Nonprofit Marketing Strategies Target Markets People who
- 27. Copyright © Houghton Mifflin Company. All rights reserved. Developing Nonprofit Marketing Strategies (cont’d) Developing a Marketing
- 28. Copyright © Houghton Mifflin Company. All rights reserved. After reviewing this chapter you should: Understand the
- 29. Chapter 13 Supplemental Slides Copyright © Houghton Mifflin Company. All rights reserved.* 13–
- 30. Copyright © Houghton Mifflin Company. All rights reserved. Key Terms and Concepts The following slides (a
- 31. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Service An intangible product involving a
- 32. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Client-Based Relationships Interactions that result in
- 33. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Service Quality Customers’ perception of how
- 34. Copyright © Houghton Mifflin Company. All rights reserved. Important Terms Nonprofit Marketing Marketing conducted to achieve
- 35. Copyright © Houghton Mifflin Company. All rights reserved. Transparency Figure 13B Unique Service Characteristics Intangibility Inseparability
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