(See related pages)
After reading this chapter you should be able to:
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Describe four unique elements of services. |
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Recognize how services differ and how they can be classified. |
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Explain how consumers purchase and evaluate services. |
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Develop a customer contact audit to identify service advantages. |
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Discuss the important role of internal marketing in service organizations. |
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Explain the role of the four Ps in the services marketing mix. |