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Table Of Contents

Reason for growth & impetus
Broad categories
Trends globally
Where goods & services differ
Characteristics of services
Consumer Behaviour
Consumer Decision Making
Influencing Factors
Service Delivery Triangle
Internal Marketing
External Marketing
Transactional Marketing
Seven service quality gaps
Creating the Service Product
Communication Mix for Services
Word of Mouth
Cost of Service
Pricing Strategy Tripod
Relationship Pricing
Total Users cost
Price Elasticity
Rate Fences
Service Delivery Strategy
Role of Intermediaries
Level of customer participation
The Russell Model of Affect
Signs, Symbols, and Artifacts
Tiering of Services
Service Guarantees
Few ways getting Feedback
The Service Recovery Paradox
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23502641 Services Marketing

23502641 Services Marketing

Ratings: (0)|Views: 509|Likes:
Published by Sajal Kapas

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Published by: Sajal Kapas on May 05, 2011
Copyright:Attribution Non-commercial


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