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