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ey will be offered, where they will be offered and to whom. The service elements that make up the total service package, including both tangibles and intangibles, must be determined.

Service Delivery System: The final dimensions of the service product is the service delivery system-how the service is provided to the customer. The delivery system includes carefully conceived jobs for people: personnel with capabilities and attitudes necessary for successful performance; equipment, facilities, and layouts for effective customer work flow: and carefully developed procedures aimed at a common set of objectives. Thus, the service delivery system should provide a carefully designed blueprint which describes how the service is rendered for the customer.

Service Personnel: A first step in creating an effective service package is to ensure that the customer-benefit concept is known, understood, and accepted by all personnel. As Donald Cowell states 'So important are people and their quality to organization and...service that 'Internal marketing' is considered to be an important management role to ensure that all staff are customer conscious''. In short, the attitude, skills, knowledge, and behavior of service personnel have a critical impact on the levels of satisfaction that the user derives from the service.

Pricing Business Services

Perishability and Managing Demand/Capacity: The demand for services is rarely steady or predictable enough to avoid service perishability. An extremely difficult decision for the business service marketer is to determine the capacity(investory) of the system-should it meet peek demand, average demand, or somewhere in between? Pricing can be used to manage the timing of demand and align it with capacity levels.

Service Bundling: Many business service include a core service (perhaps several) as well as peripheral services. How should the services be priced-as an entry, as a Service bundly, or individually? Bundling is the practice of marketing two or more service in a package for a special process. A key decision for the service provider is whether to pure or mixed bundling. In pure bundling , the service are only available in bundled form-they can not be purchased separately. In mixed bundling, the customer can purchased one or more service individually or purchase the bundle.

Attracting New Business: Various bundling strategies can be used to expand sales by cross-selling - Selling a new service to customer who buy an existing service -or by attracting entirely new customers. Clearly, the service, how the service are combined, and how the bundle is priced have critical effect on the service firm's success. Many opportunities are available in the business service sector to improve the pricing of the services.

Services Promotion

The promotional strategies for services follow many of the same prescription as do those for products. However, the unique characteristic of business services pose special challenges for the business marketer.

Communication with Employees: Personnel are vital to many people-based service busine本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。