急需一篇关于服务营销或连锁超市的英文文献(2000字左右,2004年以后的,)需要带中文翻译的,谢谢 跪求一篇关于企业管理的英语文章，2000字左右，要带有中文翻...
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❶ISI web of knowledge Engineering Village2
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\u4e2d\u56fe\u5206\u7c7b\u53f7:F279.23\u6587\u732e\u6807\u8bc6\u7801:A
Brief analysis on the application of management statistics
to enterprise management
XUE Gui-yun
(Harbin Boiler Co. Ltd\uff0cHarbin 150046, China)
Abstract:This paper discusses the importance of management statistics to enterprise management and inquires into the development of enterprise management, explores and summarizes the application of management statistics to enterprise management from the reality circumstances.
Key words:enterprise management; management statistics; anticipate; determine
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[\u7f16\u8f91:\u90dd\u5fd7\u654f
\u6536\u7a3f\u65e5\u671f:2001-11-29
Marketing a service-base business is different from marketing a product-base business.
There are several major differences, including:
The buyer purchases are intangible
The service may be based on the reputation of a single person
It's more difficult to compare the quality of similar services
The buyer cannot return the service
Service Marketing mix adds 3 more p's, i.e. people, physical environment, process[1]service and follow-through are keys to a successful venture. The major difference in the education of services marketing versus regular marketing is that instead of the traditional "4 P's," Product, Price, Place, Promotion, there are three additional "P's" consisting of People, Physical evidence, and Process. Service marketing also includes the servicescape referring to but not limited to the aesthetic appearance of the business from the outside, the inside, and the general appearance of the employees themselves. Service Marketing has been relatively gaining ground in the overall spectrum of educational marketing as developed economies move farther away from industrial importance to service oriented economies.
What is marketing? Marketing is the flow of goods and services from the producer to consumer. It is based on relationship and value. In common parlance it is the distribution and sale of goods and services. Marketing can be differentiated as:
Marketing of products
Marketing of services.
Marketing includes the services of all those indulged may it be then the wholesaler retailer, Warehouse keeper, transport etc. In this modern age of competition marketing of a product or service plays a key role. It is estimated that almost 50% of the price paid for a commodity goes to the marketing of the product in US. Marketing is now said to be a term which has no particular definition as the definitions change everyday.
"Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.
However, it is worth remembering that many of the concepts, as well as many of the specific techniques, will work equally well whether they are directed at products or services. In particular, developing a marketing strategy is much the same for products and services, in that it involves selecting target markets and formulating a marketing mix. Thus, Theodore Levitt suggested that "instead of talking of 'goods' and of 'services', it is better to talk of 'tangibles' and 'intangibles'"[2]. Levitt also went on to suggest that marketing a physical product is often more concerned with intangible aspects (frequently the `product service' elements of the total package) than with its physical properties. Charles Revson made a famous comment regarding the business of Revlon Inc.: `In the factory we make cosmetics. In the store we sell hope.' Arguably, service industry marketing merely approaches the problems from the opposite end of the same spectrum[3].
References
peter, S. and Rada, J. (1988) "Servicitization of business: Adding value by adding services", European Management Journalof, vol. 6, no. 4, 1988.Shamoon Malik
^ Bitner, J. en Booms, B. "Marketing strategies and organizational structures for service firms", in Donnelly, J. en George, W. (1981) "Marketing of services", American Marketing Association, Chicago
^ Levitt, T. (1981) "Managing intangible products and product intangibles", Harvard Business Review, May-June, 1981, pp.94-102
^ Marketing by David Mercer
Ng. Irene (2007) "Service Marketing"
mei you
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