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Chapter Objectives
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After reading this chapter you should be able to:

  1. Describe four unique elements of services.


  2. Recognize how services differ and how they can be classified.


  3. Explain how consumers purchase and evaluate services.


  4. Develop a customer contact audit to identify service advantages.


  5. Discuss the important roles of internal marketing and customer experience management in service organizations.


  6. Explain the role of the four Ps in the services marketing mix.







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