1. Choose two very different firms (different market segments or service levels) in the same industry. Observe...

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1. Choose two very different firms (different market segments or service levels) in the same industry. Observe both establishments. Describe the service “package” in both cases. How does the package help distinguish the two firms? Do you believe that the package sets accurate expectations for what the firm delivers? Is either firm overpromising through the manner in which its servicescape (or other types of physical evidence) communicates with customers?

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Services Marketing Integrating Customer Focus Across The Firm

ISBN: 9780078112102

7th Edition

Authors: Valarie A. Zeithaml, Mary Jo Bitner, Dwayne Gremler

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