Как сделать разговор полезным и приятным
Как сделать объемную звезду своими руками
Как сделать то, что делать не хочется?
Как сделать погремушку
Как сделать неотразимый комплимент
Как сделать так чтобы женщины сами знакомились с вами
Как сделать идею коммерческой
Как сделать хорошую растяжку ног?
Как сделать наш разум здоровым?
Как сделать, чтобы люди обманывали меньше
Вопрос 4. Как сделать так, чтобы вас уважали и ценили?
Как сделать лучше себе и другим людям
Как сделать свидание интересным?
Services. Services are especially important because the service industry now
Services are especially important because the service industry now
accounts for more than half of personal consumption expenditures. Ser-
vices have the following characteristics: intangibility, perishability, in-
Goods are tangible, whereas services are intangible. Intangibility
means buyers normally cannot see, feel, smell, hear, or taste a service
before making a purchase decision. Services, then, cannot be handled,
examined, or tried out before they are purchased. This increases buyer
uncertainty and necessitates marketing strategies and tactics to “make
the intangible tangible.” Although services are intangible, the produc-
tion of a service may be linked to a tangible product. (The transportation
service an airline provides is tied to its fleet of airplanes. Renting a video-
taped movie is tied to the temporary use of the videocassette).
Services “disappear” quickly. They are perishable and cannot be
stored. If a computer salesperson loses a customer, the computer—a tan-
gible good—remains to be sold to another. If a dentist’s patient fails to
keep an appointment, that half-hour of the dentist’s time—the service
to be sold—is gone forever.
A manufactured good may be produced by one firm and marketed
by another; thus, the good can be separated from its producer. In con-
trast, the service is inseparable from its supplier. Inseparability means
producer and consumer may have to be present in the same place at the
same time for the service transaction to occur.
Most services are delivered by people. Because the quality of service
provided is closely tied to the supplier’s personal performance, there can
be great variability among services provided. Most services are delivered
by people. Because not all the same, variability among services can be
great. Dealing with a friendly workers are clerk or having other posi-
tive experiences with the people who provide the service may be a ma-
jor reason why people keep using the service. Think about your regular
hairstylist. Why do you go there rather than to another hairstylist? If you
think about hairstyling, dental care, insurance, subway and bus trans-
portation, and all the other services you buy, you will appreciate the im-
portance of services in our economy. We can subdivide the service sector
of the economy into many different service businesses: business services
(accounting, advertising, consulting), repair services, personal services
(hairstyling, maid services), travel and lodging services, entertainment
and recreation services.
In other words, service quality is characterized by variability. Services
are often heterogeneous because the quality of the service depends on
who provides it and how quickly it is provided.
Marketers of services strive to control service quality. One goal is to
standardize services to reduce variability, but this is difficult. It is not
possible to prescribe and deliver equal amounts of “smiling” by all em-
ployees at a bank. Nevertheless, companies that market services often
use employee training and incentives, such as employee-of-the-month
awards, as steps to control service quality.
If you think about a pasta dinner at a restaurant, you will realize that
it is difficult to separate goods from services entirely. This reality has
led some marketing experts to array products along a continuum from
“mostly good” to “mostly service.” A tune-up for your car provides both
a good—spark plugs and other parts—and a service—measurement, tun-
ing, and installation of the parts, as well as convenience of the location
and other aspects of the total product offering.
Date: 2015-12-13; view: 147; Нарушение авторских прав