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Module 1: Understanding Consumers and Market

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Understanding Consumers and Market - Learning Outcomes

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After completing this module you will be able to:

Describe how role, script, and perceived control theories contribute to a better understanding of service encounters.
Explain how customers evaluate services
Discuss the role of 3 ‘C’s in customer-driven market strategy
State the key elements of a positioning strategy
Describe the focus strategies that are used in services
Explain how positioning maps are used to analyze and develop competitive strategy
Define what a service product is
Explain the features of flower of service model
Describe the various branding service strategies