1、（二）标题SERVICESMARKETING原文COURSEOBJECTIVESTHEOBJECTIVEOFTHISCOURSEISTOSUPPLEMENTBASICMARKETINGANDMARKETINGSTRATEGYCOURSESBYFOCUSINGONPROBLEMSANDSTRATEGIESSPECIFICTOMARKETINGOFSERVICESPROBLEMSCOMMONLYENCOUNTEREDINMARKETINGSERVICESSUCHASINABILITYTOINVENTORY,DIFFICULTYINSYNCHRONIZINGDEMANDANDSUPPLY,DIFFI
2、CULTYINCONTROLLINGQUALITYWILLBEADDRESSEDSTRATEGIESUSEDBYSUCCESSFULSERVICESMARKETERSTOOVERCOMETHESEDIFFICULTIESWILLBEDISCUSSEDTHEEMPHASISWILLBEONSERVICEUNIVERSALSRATHERTHANONANYPARTICULARINDUSTRYSUCHASBANKMARKETINGHOWEVER,CONCEPTSWILLBEILLUSTRATEDUSINGCASES,EXAMPLES,ANDEXERCISESINSERVICEINDUSTRIESSUC
3、HASFINANCIALPLANNING,AIRLINES,THEHOSPITALITYINDUSTRY,ANDCOMMUNICATIONASWELLASMANUFACTURINGANDHIGHTECHINDUSTRIESBOTHOFWHICHDEPENDHEAVILYONSERVICESTOPROVIDEVALUETHECOURSEISDESIGNEDNOTJUSTFORSTUDENTSWITHCAREERSINSERVICESINDUSTRIESBUTALSOCAREERSINGOODSINDUSTRIESWITHHIGHSERVICECOMPONENTSEG,INDUSTRIALPROD
4、UCTS,HIGHTECHPRODUCTS,DURABLEPRODUCTSCOURSEPHILOSOPHYMARKETINGISASETOFSKILLS,CONCEPTS,KNOWLEDGE,ANALYTICALTECHNIQUESANDAPPROACHESTHATWHENAPPLIEDAPPROPRIATELYCANGREATLYIMPROVETHEEFFECTIVENESSWITHWHICHBUSINESSISCONDUCTEDTHISCOURSEISDESIGNEDTOALLOWYOUTOFURTHERDEVELOPTHESESKILLS,TECHNIQUES,ANDAPPROACHES
5、ANDTOSEEKAPPROPRIATESOLUTIONSBASEDONREASONINGANDANALYSISITISCRITICALTOUNDERSTANDTHATATTHISSTAGEOFKNOWLEDGE,MARKETINGISNOTASCIENCEIFITWERE,THEREWOULDBENOSERVICEFAILURES,DISSATISFIEDCUSTOMERS,ORINEFFECTIVEADVERTISINGCOURSEMATERIALSMARKETINGINTEGRATINGCUSTOMERFOCUSACROSSTHEFIRM,FOURTHEDITION,DOWNLOADSF
6、ROMCOURSEWEBSITEINTHETIMEWEHAVEINTHEMOD,WEWILLNOTBEABLETOCOVEREVERYTHINGONTHETOPICOFSERVICESMARKETINGTHETEXTBOOKPROVIDESYOUWITHFRAMEWORKSTHATAREESSENTIALTOUNDERSTANDINGTHESUBJECTIVEASSIGNEDCHAPTERSANDSOMEREADINGSFOREACHTOPICTHATWILLHELPYOUPREPAREFORTHECASESANDLEARNTHEMATERIALTHEREISLIMITEDDUPLICATIO
7、NBETWEENMATERIALINCLASSANDTHEMATERIALINTHEBOOK,SOYOUNEEDTOREADTHEBOOKASWELLASCOMETOCLASSTOLEARNTHESUBJECTSWHENREADINGSAREASSIGNED,THESEMUSTBEINTEGRATEDINTOYOURDISCUSSIONOFTHECASESANDINTOTHEWRITTENASSIGNMENTSASSIGNMENTSTHEREAREFOURASSIGNMENTSINTHISCLASSONEISAGROUPASSIGNMENTANDISINTHEFORMOFAPRESENTATI
8、ONTHEOTHERTHREEAREINDIVIDUALASSIGNMENTSPAPERONCUSTOMERSATISFACTIONMEASUREMENTDUEOCTOBER29YOURFUTUREMANAGERWANTSYOUTOPREPAREACONCISE3PAGE,1SPACEANDCRITICALEVALUATIONOFTHETHREEPROMINENTEXTERNALMEASURESOFCUSTOMERSATISFACTIONINORDERTOHELPTHECOMPANYCLOSEGAP1CAREFULLYREADTHETHREEWEBSITESTHATARELISTEDINTHE
9、READINGSFORTODAYCRITICALLYEVALUATETHEMEASURESUSEDINEACHINDEXWHATCANTHEYDOFORYOURORGANIZATIONWHATARETHEIRSTRENGTHSANDWEAKNESSESARETHEMEASURESHELPFULTOASERVICECOMPANYINCLOSINGGAP1WHYORWHYNOTIFNOT,WHATELSEWOULDBENECESSARYTOCLOSEGAP1PRESENTATIONONSERVICEBLUEPRINTINGDUENOVEMBER14ONNOVEMBER12,WEDISCUSSEDS
10、ERVICEINNOVATIONSASSOCIATEDWITHMANUFACTUREDPRODUCTSANDSOFTWAREFORTHISASSIGNMENT,PREPAREASERVICEBLUEPRINTFORASERVICEINNOVATIONASSOCIATEDWITHAMANUFACTUREDPRODUCTORSOFTWAREAPPLYTHECONCEPTSCOVEREDINCHAPTER9ANDINTHEREADINGFORTODAYTHEDELIVERABLEWILLBEA7MINUTEPRESENTATIONNOPAPERWHICHINCLUDESTHESERVICEBLUEP
11、RINTANDANSWERSTOTHEFOLLOWINGQUESTIONS1WHATDIFFICULTIESASSOCIATEDWITHADDINGSERVICEINNOVATIONSTOPRODUCTSORSOFTWAREDOESTHEBLUEPRINTREVEAL2HOWDOESTHEBLUEPRINTHELPRESOLVETHESEDIFFICULTIES3TOWHATEXTENDISSTANDARDIZATIONPOSSIBLEANDADVISABLETHROUGHOUTTHEPROCESS4WHEREAREPOTENTIALFAILPOINTSLOCATED,ANDHOWTHEYCO
12、ULDBEDESIGNEDOUTORFIXED5WHATAREPOTENTIALMEASURESOFPROCESSPERFORMANCESOFTSTANDARDSANDHARDSTANDARDSPAPERONSUCCESSFULTRANSITIONSFROMPRODUCTTOSERVICEBUSINESSESDUEDECEMBER5INTHENEXTFIVEYEARS,VIRTUALLYALLORGANIZATIONSWILLATTEMPTTOUSESERVICESFORGROWTHANDPROFITTODATE,MANYOFTHECOMPANIESATTEMPTINGTODOTHISHAVE
13、STRUGGLEDTOACHIEVETHEGOALSTHEYSETFORTHEMSELVESBYTHISTIMEINTHEMOD,YOUHAVEEXAMINEDINNOVATIONTHROUGHSERVICE,DISCUSSEDHOWPRODUCTSANDSERVICESDIFFER,ANDLEARNEDEFFECTIVESERVICESTRATEGIESUSINGALLTHEMATERIALWEHAVESTUDIED,PREPAREACONCISE7PAGE1PAGEPAPERIDENTIFYINGTHETENMOSTIMPORTANTGUIDELINESANDSUPPORTFOREACHO
14、FTHEMFORTRANSITIONINGFROMGOODSTOSERVICESPOSITIONTHISPAPERASIFYOUWEREPRESENTINGITTOTHEKEYEXECUTIVEINYOURORGANIZATIONIEXPECTTHEPAPERTOBEAHIGHLEVELSYNTHESISOFWHATWEHAVECOVEREDTOTHISPOINTINTHECOURSEFINALEXAMDUEDECEMBER15DETAILSONTHEFINALEXAMWILLBEPROVIDEDCLOSERTOTHEENDOFTHEMODITWILLBEATAKEHOMEEXAM,ANDWI
15、LLBEDUEAT5PMONFRIDAY,DECEMBER15CLASSPARTICIPATIONISGRADEDINDIVIDUALLYCLASSPARTICIPATIONPLEASEBEFULLYPREPAREDTODISCUSSREADINGASSIGNMENTSANDCASESEARNINGAPORHINTHECLASSREQUIRESCONSTRUCTIVEPARTICIPATIONINCLASSDISCUSSIONSANDEXERCISESTHOROUGHPREPARATIONFORCASES,CLASSDISCUSSIONSANDEXERCISESISESSENTIALFORCO
16、NSTRUCTIVEPARTICIPATIONPLEASENOTETHATCHOOSINGAFEWGOODCOMMENTSTOINTERJECTINTOTHEDISCUSSIONPARTICULARLYCOMMENTSABOUTCASE“FACTS“ISNOTCONSIDEREDCONSTRUCTIVEPREPARATIONINTHISCLASS,CASESAREVIEWEDASVEHICLESFORLEARNINGDIAGNOSTICSKILLSANDFORAPPLYINGCONCEPTSANDFRAMEWORKSINTRODUCEDINREADINGSANDLECTURESTHECOURS
17、EISDESIGNEDAROUNDACONCEPTUALFRAMEWORKCALLEDTHEGAPSMODELANDPROVIDESAPROGRESSIVELEARNINGEXPERIENCEEACHCASEINTHISCOURSEWASCHOSENTOREVEALORILLUSTRATEKEYCONCEPTSANDISSUESIMPORTANTTOTHISFRAMEWORKTHELEARNINGFROMACASECOMESINTWOWAYSTHEFIRSTINVOLVESPRECLASSPREPARATIONTHEABILITYTODIAGNOSECASEPROBLEMSANDISSUES,
18、TOSELECTANDAPPLYAPPROPRIATEFORMSOFANALYSISEG,QUANTITATIVE,LOGIC,EXPERIENCE,CONCEPTUALANDTOMAKEDECISIONSABOUTCASESOLUTIONSTHEREISRARELYASINGLERIGHTANSWERFORACASE,JUSTASTHEREISRARELYASINGLERIGHTMARKETINGDECISIONINACTUALPRACTICEINSTEAD,THEREAREANUMBEROFVIABLEALTERNATIVESTHATCANBESUPPORTEDTHROUGHQUALITA
19、TIVEANDQUANTITATIVEANALYSISITISYOURJOBINTHECLASS,ASYOUKNOWITISINYOURCAREERS,TOINCORPORATEYOUREXISTINGKNOWLEDGEWITHNEWINFORMATIONINTHISSITUATION,COURSEMATERIALSTOMAKESOUNDMARKETINGDECISIONSANALYSISINVOLVESMORETHANNOTINGTHATCERTAINFACTSPERTAINTOONEOFTHECENTRALPOINTSAROUNDWHICHTHECASEISBEINGANALYZEDTHE
20、FACTSMUSTBENOTED,BUTTHENREASONINGMUSTBEAPPLIEDTODETERMINEHOWANDINWHATWAYTHESEFACTSAFFECTTHEPOINTINTHECASEINFORMATIONREGARDINGTHESTRATEGIESACTUALLYSELECTEDBYTHEFIRMSINTHECASESSHOULDBEINCORPORATEDWITHCAUTIONFIRMSMAKEMANYSTRATEGICMISTAKESANDACTUALEXECUTEDSTRATEGIESAREOFTENINFERIORTOALTERNATIVESTRATEGIE
21、SIFWEHAVETIMEATTHEENDOFACASECLASS,ANDIFTHEINFORMATIONISAVAILABLE,WECANTALKABOUTWHATCHOICESWEREMADEANDWHATENSUEDTHEDIRECTIONANDQUALITYOFTHECASEDISCUSSIONSARETHECOLLECTIVERESPONSIBILITYOFTHECLASS,NOTTHEPROFESSORINCLASS,ITISMYJOBASPROFESSORTOFACILITATEDISCUSSIONOBTAININGYOURVIEWSANDHELPINGYOUTOINTEGRAT
22、ETHEMATTHEENDOFTHECASESESSION1INTRODUCTIONSESSIONOBJECTIVESTOINTRODUCEYOUTOTHETOPICOFSERVICESMARKETINGTOOVERVIEWTHECOURSEANDCOURSEWEBSITETODESCRIBETHEASSIGNMENTS,CASESANDTOPICSINTHECOURSESESSION2GAPSMODELOFSERVICEQUALITYSESSIONOBJECTIVESTODEMONSTRATETHENEEDFORANORGANIZINGFRAMEWORKFORIMPROVINGSERVICE
23、DELIVERYTOINTRODUCETHEGAPSMODELOFSERVICEQUALITY,ANENCOMPASSINGFRAMEWORKFORUNDERSTANDINGANDIMPROVINGSERVICEQUALITYTOUNDERSTANDBOTHTHECUSTOMERGAPANDFOURSERVICEPROVIDERGAPSTHATMUSTBECLOSEDTOPROVIDESERVICEEXCELLENCETOIDENTIFYSERVICEORGANIZATIONSTHATEXCELASMODELSFORORGANIZATIONSTHATNEEDTOIMPROVETHEIRSERV
24、ICESMARKETINGPREPARATION1WHATISJYSKEBANKSNEWPOSITIONINGORCOMPETITIVEDIFFERENTIATIONSTRATEGY2WHATCHANGESDIDTHEBANKMAKETOGETTOITSNEWPOSITIONWHATEFFECTDIDTHESECHANGESHAVE3ANALYZEJYSKEBANKSSUCCESSUSINGTHESERVICEQUALITYGAPSMODELFOUNDINCHAPTER2WHATAREJYSKEBANKSSTRATEGIESFORCLOSINGTHE5GAPSINTHEMODEL4INYOUR
25、OPINIONCANJYSKEBANKSUSTAINITSGROWTHANDSUCCESSWOULDYOUINVESTINJYSKEBANKSESSION3THECUSTOMERGAPSESSIONOBJECTIVESTOUNDERSTANDCUSTOMEREXPECTATIONSANDPERCEPTIONSOFSERVICEQUALITYANDTHEIRROLESINCUSTOMERSATISFACTIONTODEVELOPCRITICALKNOWLEDGEOFTHEFIVEKEYDIMENSIONSOFSERVICEQUALITYTOIDENTIFYWAYSTHATCOMPANIESUND
26、ERSTANDTHEIRCUSTOMERSPERCEPTIONSANDEXPECTATIONSTHREEOFTHEPROMINENTEXTERNALMEASURESOFSERVICEQUALITYANDCUSTOMERSATISFACTIONARETHEAMERICANCUSTOMERSATISFACTIONINDEXWWWTHEACSORG,JDPOWERANDASSOCIATESWWWJDPOWERCOM,ANDTHENETPROMOTERINDEXWWWNETPROMOTERCOMITISIMPORTANTTHATYOUBECOMEAWAREOFTHESESOURCESASTHEYWIL
27、LBELIKELYBEUSEDBYYOURFUTURECOMPANIESEITHERASSECONDARYORPRIMARYSOURCESOFINFORMATIONFORTHATREASON,PREPARATIONFORTHISCLASSINVOLVESYOURVISITINGEACHOFTHESESITESANDBECOMINGFAMILIARWITHTHEMYOUWILLALSOPREPAREA3PAGE1SPACEPAPERCRITICALLYCOMPARINGANDCONTRASTINGTHEFUNCTIONALITYANDVALUEOFTHEINFORMATIONAVAILABLET
28、HEREASSIGNMENTONCUSTOMERSATISFACTIONDUEYOURFUTUREMANAGERWANTSYOUTOPREPAREACONCISE3PAGE,1SPACEANDCRITICALEVALUATIONOFTHETHREEPROMINENTEXTERNALMEASURESOFCUSTOMERSATISFACTIONINORDERTOHELPTHECOMPANYCLOSEGAP1CAREFULLYREADTHETHREEWEBSITESTHATARELISTEDINTHEREADINGSFORTODAYCRITICALLYEVALUATETHEMEASURESUSEDI
29、NEACHINDEXWHATCANTHEYDOFORYOURORGANIZATIONWHATARETHEIRSTRENGTHSANDWEAKNESSESARETHEMEASURESHELPFULTOASERVICECOMPANYINCLOSINGGAP1WHYORWHYNOTIFNOT,WHATELSEWOULDBENECESSARYTOCLOSEGAP1SESSION4SERVICERECOVERYSESSIONOBJECTIVESTOANALYZEACOMPANYSATTITUDESANDPRACTICESTHATCONTRIBUTEDTOASERVICEDISASTERTOAPPRECI
30、ATEWAYSTOAVOIDEXACERBATINGSERVICEDISASTERSTOIDENTIFYACTIONSTHECOMPANYCOULDHAVETAKENTOFAILSAFEPREVENTORMITIGATETHECRISISTODISCUSSSTRATEGIESFOREFFECTIVESERVICERECOVERYQUESTIONS1HOWBADWASTHISSITUATION2WHATACTIONSCOULDJETBLUEHAVETAKENTOAVOIDTHEPROBLEM3USINGTHEFRAMEWORKFROMTHEBOOKOUTCOME,PROCEDURALANDINT
31、ERACTIONFAIRNESS,PAGES223225,EVALUATEHOWWELLJETBLUEDIDDURINGTHESERVICEFAILURE4USINGTHESAMEFRAMEWORKFROMTHEBOOKOUTCOME,PROCEDURALANDINTERACTIONFAIRNESS,PAGES223225,WHATSHOULDNWAHAVEDONEAFTERTHESITUATIONTORECOVERFROMTHESERVICEFAILURE5WHOISRESPONSIBLEANDWHYWASTHECAUSEOFTHISSITUATIONAN“ACTOFGOD“THEWEATH
32、ERORSOMEORGANIZATIONIFANORGANIZATIONWASRESPONSIBLE,WHICHONEWASIT6WHATDOESTHEWHOLEEPISODEMEANFORJETBLUEINTHESHORTANDLONGTERMWHATARETHEFINANCIALANDBRANDIMPLICATIONSSESSION5BUILDINGCUSTOMERRELATIONSHIPSSESSIONOBJECTIVESTORECOGNIZETHEGOALSANDBENEFITSOFRELATIONSHIPMARKETINGFORFIRMSANDCUSTOMERSTOIDENTIFYC
33、HALLENGESINRELATIONSHIPDEVELOPMENTTOEXAMINETHECONTROVERSIALIDEASTHAT“THECUSTOMERISNOTALWAYSRIGHT“ANDTHAT“ALLCUSTOMERSARENOTCREATEDEQUAL“PREPARATIONQUESTIONS1WHATDOESSUPERNOVAOFFERTOMERRILLLYNCHDOESITNEEDSUPERNOVATOBESUCCESSFULORGROWINTHEFUTURE2WHAT,SPECIFICALLY,ISSUPERNOVAANDHOWISITDIFFERENTFROMTRAD
34、ITIONALFINANCIALADVISINGMODELS3WHATISTHEVALUEPROPOSITIONFORCUSTOMERS4WHATCHANGESDIDFASNEEDTOMAKETOIMPLEMENTTHESUPERNOVAPROCESS5WHATCHANGESDIDMERRILLLYNCHHAVETOMAKETOIMPLEMENTTHESUPERNOVAPROCESS6WHATWERETHERISKSANDPOTENTIALBENEFITSFORBOTH7CONTRASTAFINANCIALADVISORSDAYUSINGTHESUPERNOVAPROCESSWITHATYPI
35、CALDAYUNDERTHEOLDPROCESSSESSION6SERVICEINNOVATIONSESSIONOBJECTIVESTOILLUSTRATETHEFACTORSTHATAFFECTNEWSERVICEDEVELOPMENTSUCCESSTOEVALUATENEWSERVICEOFFERINGSFROMTHEIRMARKETINGBENEFITSANDOPERATIONALIMPLICATIONSTODEMONSTRATEHOWACOMPANYCANDIFFERENTIATETHROUGHVALUEADDEDSERVICESACHIEVEDTHROUGHOPERATIONALSA
36、VINGSTOEXPLOREHOWTOINTRODUCETECHNOLOGYINTOCONSUMERFACINGSERVICESPREPARATIONINNOVATIONATPROGRESSIVEACASEINNOVATIONATPROGRESSIVEBCASEPREPARATIONQUESTIONS1INCASEA,HOWDOESPROGRESSIVECOMPARETOOTHERAUTOINSURERSINPERFORMANCEWHATEXPLAINSTHEDIFFERENCE2ASSESSTHEVIABILITYOFTHEAUTOGRAPHSYSTEMWHATLEVELOFCONSUMER
37、ACCEPTANCEWILLITTAKETOMAKEAUTOGRAPHPROFITABLE3WHATARETHEBARRIERSTOCONSUMERACCEPTANCESHOULDAUTOGRAPHBEEXPANDEDNATIONWIDE4INCASEB,WHATCOMPETENCIESARENECESSARYTODELIVERHOMEOWNERSINSURANCE5WHATCOMPETENCIESHASPROGRESSIVEDEVELOPEDINTHEAUTOBUSINESS6ISPROGRESSIVEWELLPOSITIONEDTOCOMPETEINTHEHOMEOWNERSMARKETS
38、ESSION7SERVICEINNOVATIONSESSIONOBJECTIVESTORECOGNIZETHEIMMENSEOPPORTUNITYFORSERVICESINMANUFACTURINGANDSOFTWARETODEMONSTRATEHOWACOMPANYCANDIFFERENTIATETHROUGHVALUEADDEDSERVICESTOFAMILIARIZEYOUWITHTOOLSANDFRAMEWORKSTOASSESSTHEAPPROPRIATESERVICESTOBRINGGROWTHANDPROFITABILITYTOMANUFACTURINGANDSOFTWAREFI
39、RMSPREPARATION“FOURSTRATEGIESFORTHEAGEOFSMARTSERVICES“INCOURSEPAK“THERIGHTSERVICESTRATEGIESFORPRODUCTCOMPANIES“DOWNLOADFROMDOCUMENTSPAGE“DELIVERINGSOFTWAREASASERVICE“DOWNLOADFROMDOCUMENTSPAGE出处YASMINEREDMANADMINISTRATIVEASSISTANTPROFESSORVALARIEZEITHAMLSERVICESMARKETINGMBA751001919PP113标题服务营销译文课程目标本
40、课程的目标为补充基本的营销和市场策略课程专注于具体问题及策略对市场营销服务。在营销服务过程中经常遇到的问题,如无法库存,难以同步供需,困难控制质量进行讨论。成功的服务所运用的策略行销要克服这些困难,将会被讨论。重点将是宇宙的服务而不是在任何特定的行业如银行销售。然而,所有的概念,将会解释使用事例,例子,和练习,在服务性行业,例如财务规划、航空公司、酒店行业和通信制造与高科技工业两者都很大程度上依赖服务,以提供价值。本课程是设计不只是学生职业服务行业,但也具备在高产品行业服务元件例如工业产品、高新技术产品,耐用的产品。课程哲学市场营销是一组技能、概念、知识、分析技术与方法加以运用,当大大提高了商
41、业运作的有效性。这门课程的目的是让你进一步发展这些技巧、技术与方法和寻求合适的解决方案推理和分析。关键是要知道在这个阶段的知识,营销不是一门科学如果是的话,就不会有认识、顾客不满、或无效的广告。教材销售整合的公司,以客户为中心，第四版网上下载课程、我们在国防部,否则我们将不能涵盖一切的话题上的服务营销。课本为您提供了框架必要理解这个问题。我指定的篇章和一些阅读针对每一个主题,这将帮助你准备案例和学习材料。也只有有限的复制材料之间材料课程和专业的书,所以你需要阅读这本书以及去上课学习的科目。指定阅读资料时,这些必须纳入你讨论的情况,并在书面作业。作业这个课程有四节内容。一节课相对了一种表现。其他
42、三个是单个的作业。根据对测量对顾客满意的日期10月29日。你的未来的经理让你准备一个简洁的3页,1空间和三个方面的突出评价顾客的满意度外部测量,以帮助公司密切的差距1。仔细阅读这三个网站的相关阅读资料中所列今天就到这儿了。主要评估在各项指标中使用的措施。他们能为公司做什么他们的优势和劣势在哪里他们的措施能不能有利于公司乃至接近一线为什么会这样活着为什么不是这样如果不是，他们还需要些什么是自己更加靠近介绍服务可能在11月14日11月12号，我们讨论了相关的服务创新产品和软件。要完成这份作业,需要准备一份服务蓝图相关服务创新产品制造或软件。应用这个观念在第9章覆盖在阅读,今天就到这儿了。可交付产品
43、的将是一个交汇处的表现没有纸包括服务蓝图和回答以下问题1难以使产品活着服务创新和软件图纸相结合2如何帮助解决这些困难蓝图吗3什么延伸可在过程中尽可能的标准化及可行化4哪里是潜在的失败点的位置,以及如何将它们设计或完善5什么是潜在过程性能的措施软标准和吗艰苦的标准成功的转折对由于产品服务企业的12月5日在未来的5年里,几乎所有机构将试图使用服务,为经济增长和利润。到目前为止,许多公司试图做这很难达到了自己所设定的目标。那时国防部,你已经检查了创新通过服务入手,探讨了产品和服务不同,学会了有效的服务策略。使用的所有资料我们已经学习了,准备一个简洁的7页1页识别对10大最重要的指南来支持他们中的每一
44、个人,因为过渡,从货物服务。摘要位置,就好象你呈现给关键执行在您的组织。我期待着高级纸张合成我们已经覆盖了这一点在本课程中。由于期末考试12月15日细节的期末考试将提供接近尾声的模板。这将是一个回家期末考试,是由于星期五下午5时,12月15日。思考题课堂参与的效用。课堂参与请充分准备好讨论阅读作业和个案。赚P波或H在课堂上积极参与课堂讨论需要建设性和锻炼。彻底的准备情况下,课堂讨论和练习是非常必要的建设性的参与。请注意,选择一些好的评论特别是在争论中插嘴事实情况”的看法”,通常是不被认为是建设性的准备。在这堂课里,情况下被看作是车辆的诊断技巧和学习中的概念引入和架构介绍阅读及讲座。本课程是设计
45、在概念框架的缺口模型和称为提供了一个循序渐进的学习经验。每个案例在本课程中被选为关键概念和展示或说明重要问题这一框架。学习从个案有两种方式。第一个阶段包括的能力课前准备诊断病例中存在的问题,选择运用适当的形式的分析例如,定量、逻辑、经验、概念,以决定对案例的解决方案。有很少一个正确答案为例,就像一个很少权行销决策在实际操作上。相反的,有一些可行的选择方案,支持通过定性分析和定量分析。你的工作是在课堂上,正如你所知道的就在你工作,将现有的知识和新信息在这种情况下,课程材料,以做出好的行销策略。分析包括多种注意到某些事实与测量点的主要案件被分析。必须指出的事实,但后来推理必须使用在决定如何,以何种
46、方式这些事实影响点在这个事件中。实际上策略资讯选中的企业形式的病例都要谨慎。公司使许多战略失误和实际执行策略往往不如备选策略。如果我们有时间的最后一站,情况下阶层,如果提供的信息是可得到的,我们可以谈论源自选择和相继发生。今后的研究方向和质量的情况下讨论集体责任的群体,而不是教授了。在课堂上,我的任务就是为方便讨论教授获得你的见解,帮助你将它们整合最后的情形。第一阶段介绍会议目标把你介绍给这个话题的服务营销综述与课程的网站描述作业、案例和话题在这门课第二阶段差距模型的服务质量会议目标证明需要一个组织框架,用于提高服务水平介绍了服务质量差距模型,一个无所不包的架构,来了解,提高服务质量了解客户双
47、方差距,四个服务供应商必须关闭空白提供服务驾驭能力识别服务机构作为模式为组织有需要改进他们的服务营销预期准备1、什么是日德兰银行的新位置或差异化战略竞争2、什么变化银行会做出了新的职位这些变化发挥了什么作用3、分析日德兰银行的成功使用这项服务质量缺陷模型在第二章中,发现。什么是日德兰银行用来来结束这个5缺口模型的策略4、依你看日德兰银行是如何维持它的成长和成功的你会投资日德兰银行吗第三阶段客户的差距会议目的了解客户的期望和认知与服务品质和他们的角色,在客户满意度批判的知识发展的五个关键维度的服务质量寻找一条公司了解他们的顾客的感知和期望三种知名的外部测量的服务质量和客户满意是美国消费者满意指数
48、WWWTHEACSORG,JD，力量和同人WWWJDPOWERCOM,网罗发起人指数WWWNETPROMOTERCOM。最重要的是你意识到这些来源就像他们是有可能未来使用公司的代言二次或主要信息来源。因为这个原因,准备这课涉及你的访问每一个这样的网站和变得熟悉他们的。你也会准备一份三页1空间纸批判的功能性和计算、分析、对比,在那里可得到的资讯价值。在顾客满意度上作业期限你的未来的经理让你准备一个简洁的3页,1空间和三个方面的突出评价顾客的满意度外部测量,以帮助公司密切的差距1。仔细阅读这三个网站的相关阅读资料中所列今天就到这儿了。主要评估的是各项指标中使用的措施。他们可以为你的公司做些什么他们
49、的优势和劣势又在哪里他们的措施能不能有利于公司乃至接近一线为什么会这样活着为什么不是这样如果不是，他们还需要些什么是自己更加靠近第四阶段会议服务补救会议目的分析公司的态度和做法促成了一项服务灾难欣赏如何避免城市服务的灾难识别公司所采取的行动会拿失败安全防止或减轻危机商讨对策进行有效的服务补救问题1、现在的形式有多坏2、捷蓝将采取什么行动去避免这些问题3、从这本书中使用框架结果,程序和相互作用公平、页223225,评估捷蓝并在服务中失败。4、使用同样的框架从书中结果,程序和相互作用公平、页,应当223225结算所做的情况后恢复服务的失败5、谁需要承担这个责任为什么这种情况的原因是“天灾”天气或一些组织吗如果一个组织,谁来负责6、什么是整个事件是在捷蓝公司短期和长期的吗什么是财务和品牌的含意第五阶段建立客户关系会议目标认识到的目标和利益关系营销的公司和客户识别挑战的关系,然后发展检查有争议的观点认为“顾客不总是对的”,“所有客户并不是生而平等”预习问题1超新星相美林证券公司提供了什么他是否需要抄新星来促使自己的成功或者未来的发展2、具体的,什么是超新星它是如何不同于传统的财务顾问的3、建议价值是多少客户4、什么变化需要实现系统的超新星的帮忙5、美林证券公司的什么变化使自己必须实施超新星的策略6、有什么风险和潜在的利益兼有吗7、金融顾问的一天对比使用超新星的过程
