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Module 1: Understanding Service Products

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Understanding Service Products - Learning Outcomes

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After completing this module you will be able to:

Explain the concept of service marketing Recognize the need for studying about services
Describe the factors that stimulate the transformation of service economies
Define what service is
Differentiate various categories of services
State the marketing challenges that are posed by services
Describe the components of the marketing mix that are applied to services
Explain how integrating various functional areas can help in catering to the needs of customers
Describe the multi-model attribute to evaluate alternative services