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Test Bank (Downloadable Files) for Essentials of Services Marketing, 3rd Edition By Wirtz

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Test Bank (Downloadable Files) for Essentials of Services Marketing, 3rd Edition, Jochen Wirtz, ISBN-10: 1292089954, ISBN-13: 9781292089959

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Test Bank (Downloadable Files) for Essentials of Services Marketing, 3rd Edition By Wirtz

Test Bank (Downloadable Files) for Essentials of Services Marketing, 3rd Edition, Jochen Wirtz, ISBN-10: 1292089954, ISBN-13: 9781292089959

Table of Contents

PART I — UNDERSTANDING SERVICE PRODUCTS, CONSUMERS, AND MARKETS

Chapter 1: Introduction to Services Marketing
Chapter 2: Consumer Behavior in a Services Context
Chapter 3: Positioning Services in Competitive Markets

PART II — APPLYING THE 4Ps OF MARKETING TO SERVICES

Chapter 4: Developing Service Products and Brands
Chapter 5: Distributing Services through Physical and Electronic Channels
Chapter 6: Setting Prices and Implementing Revenue Management
Chapter 7: Promoting Services and Educating Customers

PART III — DESIGNING AND MANAGING THE CUSTOMER INTERFACE

Chapter 8: Designing Service Processes
Chapter 9: Balancing Demand and Capacity
Chapter 10: Crafting the Service Environment
Chapter 11: Managing People for Service Advantage

PART IV — DEVELOPING CUSTOMER RELATIONSHIPS

Chapter 12: Managing Relationships and Building Loyalty
Chapter 13: Complaint Handling and Service Recovery

PART V — STRIVING FOR SERVICE EXCELLENCE

Chapter 14: Improving Service Quality and Productivity
Chapter 15: Building a World-Class Service Organization