标签：客户管理系统,客户服务,
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word68Refertofig6.1,studyguide,p.6.3
Corporatestrategicplanningforservices
missionandobjectives
Marketingplanningforservices
situationanalysis
serviceobjectives
Servicemarketingstrategy
strategiesforcompetitiveadvantage
growthstrategies
segmentationandtargetmarketing
positioning-serviceblueprinting
Refiningobjectives
Developingtheservicesmarketingmix
Otherstepsinservicesmarketingplanning
Marketforecasting
Budgeting
Implementation
Evaluationandcontrol
companymission
purposeanddirection
shouldbecustomerfocused
example,RMIT,studyguide,p.6.6
whatdowewanttoachieve?
growth
marketposition
profitability
productivity
publicresponsibility
quality
example,BritishAirways,studyguide,p.6.5
refertofig6.4instudyguidepage6.9
whatisthecurrentmarketingsituation?
internal(company)environment
marketanalysis
externalenvironment
competitivesituation
arethereanygapsbetweendesiredandactualperformance?
Analysechangesininternalandexternalbusinessenvironment
strengthsandweaknesses
Identifydistinctivecompetencies
whatdoesthefirmdowell?
Areasofdifferentialadvantage
whatdoesthefirmdowellrelativetocompetitors?
Aretheysustainable?
serviceformatsareeasytocopy,butrelationshipsarenot
Whataretheimplications?
Whatdoesitmean?
Whatneedstobedone?
Howcanwe
capitaliseonstrengths?
minimiseorovercomeweaknesses?
developtheopportunity?
minimisethethreat?
Refertoexampleofbank,table6.1,studyguide,p.6.16
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