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12.3 The Five-Step Procedure for Establishing Pricing Policy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five-step pro...
12.2 The Five Critical Cs of Pricing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the five critical...
12.1 Pricing and Its Role in the Marketing Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define pricing. 2 Exp...
In the Spotlight
Figure 12.1 Price is one of the marketing mix elements and a factor that impacts customer dec...
References
1. Andrea Forstadt, “10 Service-Based Business Ideas,” US Chamber of Commerce, April 2, 202...
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...