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Closing Company Case
Adventist Health Castle Adventist Health Castle in Kailua, Hawaii, is an award-winning hospita...
What Do Marketers Do?
Considering that “70% of small businesses are operated and owned by a single person,” the questio...
Building Your Personal Brand
“Communication is the act or process of using words, sounds, signs, or behaviors to express or ex...
Critical Thinking Exercises
1. Agree or disagree with the following statement: I tip for service based solely on the am...
Applied Marketing Knowledge: Discussion Questions
1. Review this Houston Chronicle article about the eight elements of service marketing. Pic...
Key Terms
assurance in terms of the RATER model, the degree to which an organization inspires trust in its...
Chapter Summary
In this chapter, we explore services. One of the first concepts is that services are intangible, ...
11.4 Ethical Considerations in Providing Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the ethical c...
11.3 The Gap Model of Service Quality
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Gap Model...
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and explain the...
11.1 Classification of Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define services. 2 Li...
In the Spotlight
Figure 11.1 Services are intangible, nonphysical products, such as childcare, and they make u...
References
1. “December Holiday Campaigns That Caught Our Eye,” AgencyChina, January 9, 2018, https://...
Closing Company Case
Maintaining a Competitive Edge with New Offerings—Ember Every morning, millions of Americans w...
What Do Marketers Do?
Using an online networking platform—for example, LinkedIn—network and connect with someone in pro...
Building Your Personal Brand
Review this Ascent article by Aaron Weber and pay attention to his explanation of the 5 Ps for bu...
Critical Thinking Exercises
1. From a consumer perspective, what motivates you to try a new product? What new products ...
Applied Marketing Knowledge: Discussion Questions
1. Explain the differences in: Continuous innovation Dynamically continuous innovation ...
Key Terms
additions to existing product lines product line extensions that involve changes to styles or fl...
Chapter Summary
In this chapter we discussed the different forms of innovation as applied to new product developm...