美国西南大学marketing讲义6(ppt47)-销售管理(编辑修改稿)

美国西南大学marketing讲义6(ppt47)-销售管理(编辑修改稿)内容摘要：

mer is buying. A group of services that support or enhance the core service. 169。 2020 SouthWestern Chapter 11 Version 6e 20 Core and Supplementary Services Overnight transportation and delivery of packages Problem solving Billing statements Tracing Documentation Order taking Supplies Pickup Advice and information 5 169。 2020 SouthWestern Chapter 11 Version 6e 21 Mass Customization A strategy that uses technology to deliver customized services on a mass basis. 5 169。 2020 SouthWestern Chapter 11 Version 6e 22 Mass Customization Customization Low Low High High Customized Focus Standardized Focus Cost Mass Customization 5 169。 2020 SouthWestern Chapter 11 Version 6e 23 Service Mix Strategy 5  Determine what new services to introduce  Determine target market  Decide what existing services to maintain and/or eliminate 169。 2020 SouthWestern Chapter 11 Version 6e 24 Distribution Strategy Issues 5 Scheduling Location Direct vs. Indirect Distribution Number of Outlets Convenience Focus for Distribution Strategies 169。 2020 SouthWestern Chapter 11 Version 6e 25 Promotion Strategy Issues 5 Stress tangible cues Use personal information sources Create a strong anizational image Engage in postpurchase munication Service Promotion Strategies 169。 2020 SouthWestern Chapter 11 Version 6e 26 Price Strategy Pricing Challenges Trends have made pricing an active ponent Define unit of service consumption Determine if multiple elements are “bundled” 5 169。 2020 SouthWestern Chapter 11 Version 6e 27 Pricing Objectives RevenueOriented Pricing OperationsOriented Pricing PatronageOriented Pricing Categories of Pricing Objectives 5 169。 2020 SouthWestern Chapter 11 Version 6e 28 Learning Objective 6 Discuss relationship marketing in services. 169。 2020 SouthWestern Chapter 11 Version 6e 29 Relationship Marketing in Services Level 1 Financial Level 2 Fin。