Marketing: Creating Value for Customers.


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Chapter 11 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Discuss the importance of marketing in the service economy.

  2. Define characteristics of services.

  3. Identify ways marketers classify services.

  4. Explain how consumers and organizations make decisions about purchasing services.

  5. Summarize characteristics of the marketing environment for services.

  6. Describe issues that arise in devising a marketing mix for services.

  7. Discuss how nonbusiness organizations market services.





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