661服务产品策略servicesmarketing(ppt25)——专门讲服务产品策略的培训资料-产品策略(编辑修改稿)

661服务产品策略servicesmarketing(ppt25)——专门讲服务产品策略的培训资料-产品策略(编辑修改稿)内容摘要：

mers’ specific needs. Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–12 Developing and Managing Marketing Mixes for Services (cont’d) • Development of Services (cont’d) –Effective delivery of services • Segment the pleasure and bine the pain • Get bad experiences out of the way as soon as possible • Build mitment through choice • Give ritual to consumers • Finish strong Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–13 Developing and Managing Marketing Mixes for Services (cont’d) • Distribution of Services –Customers e to a service facility. –Services are brought to the consumer. –Services are provided at ―arm’s length‖, with no facetoface customer contact. Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–14 Developing and Managing Marketing Mixes for Services (cont’d) • Distribution of Services –Marketing channels are typically short and direct, with no or few intermediaries. –Inseparability of service requires a focus on service demand/supply management (., scheduling of service delivery). –Accessibility to services is increased by substituting automated equipment for contact personnel. Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–15 Developing and Managing Marketing Mixes for Services (cont’d) • Promotion of Services—Overing the Intangibility of Services –Providing tangible (symbolic) cues/images –Promoting price, guarantees, availability, personnel –Using concrete, specific language in advertising –Using personal selling and wordofmouth advertising –Offering services on a trial basis Copyright 169。 Houghton Mifflin Company. All rights reserved. 13–16 Developing and Managing Marketing Mixes for Services (cont’d)。