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Solution Manual for Essentials of Services Marketing, 3rd Edition

Solution Manual for Essentials of Services Marketing, 3rd Edition makes solving textbook exercises easier with step-by-step solutions and helpful tips.

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CHAPTER1INTRODUCTIONTOSERVICESMARKETINGLEARNINGOBJECTIVESBytheendofthischapter,studentsshould beableto(LO 1) Understand how services contribute to a country’s economy.(LO 2) Know the principal industries of the service sector.(LO 3) Identify the powerful forces that are transforming servicemarkets.(LO 4) Understand how B2B services improve the productivity ofindividual firms and drive economic development.(LO 5) Define services using the non-ownership framework.(LO 6) Identify the four broad“processing” categories of services.(LO 7) Be familiar with the characteristics of services and the distinctivemarketing challenges they pose.(LO 8) Understand the components of the traditional marketing mixapplied to services.(LO 9) Describe the components of the extended marketing mix formanaging the customer interface.(LO 10) Appreciate that marketing, operations, and human resourcemanagement functions need to be closely integrated in servicebusinesses.

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