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一、有形产品服务营销及其发展现代市场营销,包括有形产品的市场营销和无形产品的市场营销。无形产品的市场营销,指的就是服务营销,也就是第三产业的企业向市场提供劳务产品的业务活动过程。实际上,服务营销所涵盖的范围,并不限于服务行业向市场提供无形产品的活动。有形产品的市场营销,也包含着服务营销。从广义的角度理解,服务营销包括无形产品的市场营销和有形产品的服务营销两个部分。
First, the tangible product service marketing and the development of modern marketing, including tangible product marketing and intangible product marketing. The marketing of intangible products refers to the service marketing, that is, the business activities of the third industry enterprises to provide labor services to the market. In fact, the scope covered by service marketing is not limited to the service industry providing intangible products to the market. Tangible product marketing also includes service marketing. Understanding from a broad perspective, service marketing includes the marketing of intangible products and service marketing of tangible products.