Service marketing
Chapter 2 Basically this chapter considers the nature of services and relationship marketing. Services
have unique characteristics that differentiate them from goods or manufactured
products. These characteristics are intangibility, heterogeneity, inseparability
and perishability. So service marketing has to be different from product
marketing.
"Long relationshipmore value": The more that is known about the customer as
the relationship develops, the more offers can be tailored effectively to meet
their needs. Thus, the customer gets greater value, which in turn encourages
more frequent and larger purchases.
Chapter 3 It provides an overview of the four key phases of the marketing planning process. Phase 1:
Establishing the strategic context
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