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Week 1 - Mktg 358 - Chapter 1 - Introduction to Service Marketing

Author: Student Professor: Kathy Wachter Term:

Why Study Services? Services Dominate the Economy in Most Nations Most New Jobs Are Generated by Services Powerful Forces Are Transforming Service Markets What Are Services? Benefits without Ownership Defining Service Four Broad Categories of Services—A Process Perspective People Processing Possession Processing Mental Stimulus Pro

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