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Service Mkt and CRM

Service Mkt and CRM

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Published by saurabhgoel66

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Published by: saurabhgoel66 on Sep 09, 2009
Copyright:Attribution Non-commercial


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Chapter Goals
To gain an understanding of:
 The nature and importance of services
Characteristics of services and theirmarketing implications
Issues related to the planning andmarketing of services
 The four Rs of services marketing
 The relationship marketing approach
 The impact of technology in providingservices
12 - 2
 The Nature of Services
regardless of the “product”, there isa services component to the offeringsof all firms
in some cases, a service is theprincipal purpose of the transaction,as in the rental of a car, a haircut, orlegal services -- we refer to this as the
core servicecore service
in others, service is performed insupport of the sale of a tangibleproduct -- these are referred to as
supplementary servicessupplementary services
12 - 3

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