Tham khảo sách 'marketing management ( philip kotler & kevin lane keller ) - part 2 (end)', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. How are services defined and classified and how do they differ from goods 2. How are services marketed 3. How can service quality be improved 4. How do services marketers create strong brands 5. How can goods-preducing companies improve customer support services .lf-assemblhw chips t. iSEARCAẼÃS AAF .MAXINi f CHAPTER 13 DESÍGNING AND MANAGING SERVICES A prinl ad injtn IBM s On Demand campaign tfhicti focuses on custtmĩỉing hardware software anti systems Ip help Qỉheí companies harness the power of technology VÃ1H IBM products ami services. As companies find it harder and harder to differentiate their physical products they turn to service differentiation. Many books point out the significant profitability of companies that manage to deliver superior Companies seek to develop a reputation for superior performance in on-time delivery better and faster answering of inquiries and quicker resolution of complaints. Service becomes the mantra. Perhaps the most dramatic example of how the growth of services has changed the face of business is what has happened to one of the world s most successful companies IBM. Famous for its accomplishments in computer hardware and software IBM has undergone a massive transformation. Currently L-----. J almost half of its 8 brlh on in annual revenues comes from global services. Companies such as American Express are Signing up for consulting engagements that involve customized software hardware and systems solutions worth literally billions of dollars to IBM. IBM s e-business on demand initiative is a company-wide effort to help other companies harness the power of technology through IBM products and services. To fulfill its service promises IBM has had to develop new sícííls and become more customer focused. The bj flron acquisition of PricewaterhouseCoopers Consulting in October 2002 has provided valuable strategic expertise. To help improve R w designs and .
