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introduction of services marketing
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(^) Health Care (^) hospital, medical practice, dentistry, eye care (^) Professional Services (^) accounting, legal, architectural (^) Financial Services (^) banking, investment advising, insurance (^) Hospitality (^) restaurant, hotel/motel, bed & breakfast (^) ski resort, rafting (^) Travel (^) airline, travel agency, theme park (^) Others (^) hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design
(^) Services dominate U.S. and worldwide economies (^) Service as a business imperative in goodsfocused businesses (^) Deregulated industries and professional service needs (^) Service marketing is different (^) Service leads to profits
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(^) Services cannot be inventoried (^) Services cannot be easily patented (^) Services cannot be readily displayed or communicated (^) Pricing is difficult
(^) Customers participate in and affect the transaction (^) Customers affect each other (^) Employees affect the service outcome (^) Decentralization may be essential (^) Mass production is difficult
(^) It is difficult to synchronize supply and demand with services (^) Services cannot be returned or resold
(^) Defining and improving quality (^) Designing and testing new services (^) Communicating and maintaining a consistent image (^) Accommodating fluctuating demand (^) Motivating and sustaining employee commitment (^) Setting prices (^) Organizing to facilitate strategic and tactical decision making (^) Finding a balance between standardization and personalization (^) Protecting new service concepts from competitors (^) Communicating quality and value to customers (^) Ensuring the delivery of consistent quality service
Elements an organization controls that can be used to satisfy or communicate with customers: (^) Product (^) Price (^) Place (^) Promotion