TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 12 – Kerin, Hartley, Rudelius

Chapter 12 - Services marketing. After reading chapter 12, you should be able to: Describe four unique elements of services, recognize how services differ and how they can be classified, explain how consumers purchase and evaluate services, develop a customer contact audit to identify service advantages, explain the role of the seven Ps in the services marketing mix, discuss the important roles of internal marketing and customer experience management in service organizations. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 12-3 LO 12-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-1 LO 12-4 Describe four unique elements of services. Recognize how services differ and how they can be classified. Explain how consumers purchase and evaluate services. Develop a customer contact audit to identify service advantages. 12- LO 12-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-5 Explain the role of the seven Ps in the services marketing mix. Discuss the important roles of internal marketing and customer experience management in service organizations. 12- NEW SERVICES CAN HELP YOU BECOME PART OF THE SHARING ECONOMY 12- FIGURE 12-1 Services are a larger part of the . GDP than goods 12- THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES LO 12-1 Services Four I’s of Services

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