Lecture Marketing management: Chapter 10 – Nguyễn Thị Trang Nhung

Chapter 10<br /> <br /> Services<br /> <br /> Objectives<br /> • Understand nature and importance of services<br /> • Identify characteristics of services that<br /> differentiate them from goods<br /> • Understand importance of service quality<br /> <br /> The Nature and Importance of Services<br /> Relationship to economic growth<br /> <br /> Group I: Singapore, Japan<br /> Group II: Thailand, Malaysia;<br /> Group III: China, India, Indonesia, Sri Lanka, Iran, Philipine<br /> Group IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, Pakistan<br /> <br /> Overview<br /> • Formula:<br /> <br /> • Product:<br /> Product = physical product (goods) +<br /> anything that<br /> service<br /> can be offered<br /> Product = tangible + intangible things<br /> to a market for<br /> Services are intangible products<br /> attention,<br /> Quá trình cung dịch vụ có thể liên<br /> acquisition,<br /> quan đến những yếu tố hữu hình<br /> use, or<br /> nhất định, nhưng về bản chất thì<br /> consumption<br /> dịch vụ thường là vô hình<br /> and that might<br /> satisfy a want<br /> or need.<br /> Copyright © Houghton Mifflin Company. All rights reserved.<br /> <br /> 14 | 4<br /> <br /> What’s a Service?<br /> Service: any activity/benefit that one party can<br /> offer to another that is essentially intangible and<br /> does not result in the ownership of anything. Its<br /> production may or may not be tied to a physical<br /> product.<br /> <br /> Services are<br /> Everywhere<br /> <br /> Copyright © Houghton Mifflin Company. All rights reserved.<br /> <br /> 14 | 5<br /> <br />