科特勒营销管理下载_Marketing_Management14

ObjectivesServiceDefinitions&ClassificationsHowServicesDifferGoodsImprovingServiceDifferentiation,Quality,&ProductivityImprovingCustomerSupportServicesCategoriesofServiceMixPureServiceTangibleGoodw/ServicesMajorServicew/GoodsHybridPureTangibleGoodServicesInseparabilityServicescannotbeseparatedfromtheirprovidersPerishabilityServicescannotbestoredforlatersaleoruseIntangibilityServicescannotbeseen,tasted,felt,heard,orsmelledbeforepurchaseVariabilityQualityofservicesdependsonwhoprovidesthemandwhen,where,andhowServicesInseparabilityIncreaseproductivityofprovidersPerishabilityMatchsupplyanddemandIntangibilityUsecuestomakeittangibleVariabilityStandardizeserviceproduction&deliveryServiceDifferentiationOfferDeliveryImageDeterminantsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangiblesServiceExcellenceStrategicConceptTop-ManagementCommitmentHighStandardsMonitoringSystemsSatisfyingCustomerComplaintsSatisfyingBothEmployees&CustomersManagingProductivityComplaintResolutionHiringCriteria&TrainingforEmployeesDevelopGuidelinesforFairnessRemoveComplaintBarriersAnalyzeTypes&SourcesofComplaints