Lecture Marketing management: Chapter 10 – Nguyễn Thị Trang Nhung

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.
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Lecture Marketing management: Chapter 10 – Nguyễn Thị Trang NhungChapter 10ServicesObjectives• Understand nature and importance of services• Identify characteristics of services thatdifferentiate them from goods• Understand importance of service qualityThe Nature and Importance of ServicesRelationship to economic growthGroup I: Singapore, JapanGroup II: Thailand, Malaysia;Group III: China, India, Indonesia, Sri Lanka, Iran, PhilipineGroup IV: Cambodia, Vietnam, Lao, Bangladesh, Mongolia, Nepal, PakistanOverview• Formula:• Product:Product = physical product (goods) +anything thatservicecan be offeredProduct = tangible + intangible thingsto a market forServices are intangible productsattention,Quá trình cung dịch vụ có thể liênacquisition,quan đến những yếu tố hữu hìnhuse, ornhất định, nhưng về bản chất thìconsumptiondịch vụ thường là vô hìnhand that mightsatisfy a wantor need.Copyright © Houghton Mifflin Company. All rights reserved.14 | 4What’s a Service?Service: any activity/benefit that one party canoffer to another that is essentially intangible anddoes not result in the ownership of anything. Itsproduction may or may not be tied to a physicalproduct.Services areEverywhereCopyright © Houghton Mifflin Company. All rights reserved.14 | 5