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Services Marketing. Discuss the importance of services marketing. How is services marketing unique from marketing a product or other tangible item? Additionally, discuss the impact of services marketing on industrialized nations and global competition, providing specific examples. Respond to at least two of your classmates’ postings.

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Consumer Behavior. There are three stages of service consumption: Prepurchase, Service Encounter, and Postencounter. Discuss the marketing challenges for each of the three stages and give suggestions for solutions to overcoming the challenges. Respond to at least two of your classmates’ postings.

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Seven Elements of Service Marketing. In a three- to five-page paper (not including title and reference pages), select a service organization to use as an illustration in discussing the seven elements of service marketing. Also, include a discussion of how these elements form a competitive advantage for a service organization. Use the course text and two additional scholarly sources from the Ashford Online Library to support your paper. Your paper must be formatted according to APA-style…

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Pricing Ethics. Consider review question 8 from Chapter 6: why are ethical concerns and fairness perception important issues when designing service pricing schedules and revenue management strategies? What are potential consumer responses to service pricing schedules or policies perceived as unfair? Respond to at least two of your classmates’ postings.

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Citi’s Marketing Strategy. Read the article and discuss how Citi has differentiated its marketing strategy from other large financial institutions. How has Citi made its new approach a success? Respond to at least two of your classmates’ posts.

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Managing Services Processes. Service organizations tend to manage their processes by use of flowcharting and blueprinting. Discuss the differences and similarities of the flowchart and blueprint and determine which method you feel is the most effective and why. Respond to at least two of your classmates’ postings.

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Demand and Productive Capacity. We know customers might expect or demand more than a service organization can deliver, yet the organization must keep the perception of the value of its services high in the minds of its customers. Discuss how an organization uses waiting lines and queuing systems in order to keep a balance between what the customer demands and what the organization can reasonably deliver. Respond to at least two of your classmates’ postings.

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Image, Positioning, Differentiation. Since services are intangible, it is often difficult for a consumer to assess their quality. Services organizations, therefore, separate themselves from competitors by physical and environmental characteristics. After watching the two videos showing the Arcotel Velvet Hotel and the Grand Californian Hotel, identify at least two aspects of each design that set it apart from other hotels and demonstrate quality. What is unique about the servicescape of each…

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Managing People. Since a services organization does not sell a tangible product, the manner in which the service is delivered becomes critical to the value perception of the consumer. The person delivering the service is frequently called the “frontline employee” and experiences unique challenges. Because of these unique challenges, managing a frontline employee requires specific activities. Identify a minimum of three specific activities an organization can implement to manage its valuable…

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Customer Loyalty Programs. How much is a customer worth over a lifetime of buying? The text in Chapter 12 tells us the longer a customer purchases from a services organization, the more valuable the customer to the success of the organization. Is it any wonder organizations have designed customer loyalty programs to ensure the customer stays? Identify at least two types of customer loyalty programs and assess their effectiveness, including specific examples of each. Respond to at least two…

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Handling Customer Complaints. Although customer complaints are commonly dreaded, the feedback from the customer can actually give the services organization an opportunity to improve its quality of services and build customer loyalty. The manner in which a complaint is handled, however, will determine whether or not such a positive outcome is achieved. Discuss what customers want once a complaint has been made, and the steps the services organization can take to ensure a positive outcome…

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In a six- to eight-page paper, select a challenge or issue from the list below that service organizations face today.

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