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Analyze how the characteristics of services influence
the development of marketing mixes for services.
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- What dimensions do consumers and business customers use to evaluate service quality? How should mar- keters respond to failures in service quality?Explain the core components of a Customer Relationship Management (CRM) system. How do these components work together to enhance customer interactions and relationships?Describe the four characteristics of services that marketers must consider when designing marketing programs. How do the services offered by a doctor differ from those offered by a chemist regarding these characteristics?