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Developing brand strategies for a service brand requires special attention to the elements of ...

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Developing brand strategies for a service brand requires special attention to the elements of ...

Question 1.

Marketing academics and consultants Jeffrey Rayport and Bernie Jaworski believe that to deliver high levels of customer-perceived value, any customer-service interface should excel on four dimensions. Define the term "customer-service interface" and identify the four dimensions on which it should excel.

Question 2.

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing. Explain why it is different for branding a service versus a tangible product.

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

Read 63 times

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