服务性营销.ppt

北京卓龙兴业科贸有限公司 服务性营销 客户购买的是什么？ 需求=产品+附加价值 现实需求+潜在需求 眼前需求+长远需求 A girl and a boy were on a motorcycle, speeding through the night. 一天夜里，男孩骑摩托车带着女孩超速行驶 They loved each other a lot..他们彼此深爱着对方Girl: slow down a little.. Im scared..女孩：“慢一点...我怕...”Boy: No, its so fun..男孩：“不，这样很有趣...”Girl: please... its so scary..女孩：“求求你...这样太吓人了...” oy: Then say that you love me..男孩：“好吧，那你说你爱我...”Girl: Fine..I love you..can you slow down now?女孩：“好....我爱你...你现在可以慢下来了吗？”Boy: Give me a big hug..男孩：“紧紧抱我一下...”The girl gave him a big hug.女孩紧紧拥抱了他一下Girl: Now can you slow down?女孩：“现在你可以慢下来了吧？” The guy knew that the brakes were broken. He didnt want to let the girl know, because he knew that the girl would have gotten scared. 驾车的男孩知道刹车失灵，但他没有让女孩知道，因为那样会让女孩感到害怕。 Instead, he was told the last time that she loved him, got a hug from her, put his helmet on her so that she can live, and die himself... 相反，他让女孩最后一次说她爱他，最后一次拥抱他，并让她戴上自己的头盔，结 果，女孩活着，他自己死了.... Boy: Can you take off my helmet and put it on? Its uncomfortable and its bothering me while I drive. 男孩：“你可以脱下我的头盔并自己戴上吗？它让我感到不舒服，还干扰我驾车。” The next day, there was a story in the newspaper. A motorcycle had crashed into a building because its brakes were broken. 第二天，报纸报道：一辆摩托车因为刹车失灵而撞毁在一幢建筑物上 There were two people on the motorcycle, of which one died, and the other had survived... 车上有两个人，一个死亡，一个幸存... The guy knew that the brakes were broken. He didnt want to let the girl know, because he knew that the girl would have gotten scared. 驾车的男孩知道刹车失灵，但他没有让女孩知道，因为那样会让女孩感到害怕。 Once in awhile, Right in the middle of an ordinary life, Love gives us a fairy tale... 就在一会的时间里，就在平常的生活里，爱向我们展示了一个神话... Best Regards, with endless love 把车开到没有油是否就会停下来 是不是我们只想做一个成功的人，却忘了做一个自然的人? 是不是我们只想做一个世故的人，却忘了做一个有个性的人? 是不是我们只想做一个完美的人，却忘了做一个可爱的人!! 推销与营销比较 推销 营销 始点 企业产品 客户需求 方法 广告与推销 整体营销活动 所有存在交换 关系的领域 终点 销售中获利 顾客满足中获利 客户购买的是什么？ 现实生活中的 女性购买时装、化妆品 满足需求：年轻、美丽 男性使用信用卡： 满足需求：方便、身份象征 市场经济的特性