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Complete downloadable Test Bank for Essentials of Services Marketing 2nd Edition by Wirtz. INSTRUCTOR RESOURCE INFORMATION
TITLE: Essentials of Services Marketing
RESOURCE:Test Bank
EDITION: 2nd Edition
AUTHOR: Wirtz, Chew, Lovelock
PUBLISHER: Pearson
Table of content
Chapter 1 – Introduction to Services Marketing
Chapter 2 – Consumer Behavior in a Services Context
Chapter 3 – Positioning Services in Competitive Markets
Chapter 4 – Developing Service Products – Core and Supplementary Elements
Chapter 5 – Branding Service Products and Experiences
Chapter 6 – Setting Prices and Implementing Revenue Management
Chapter 7 – Promoting Services and Educating Customers
Chapter 8 – Designing and Managing Service Processes
Chapter 9 – Balancing Demand and Capacity
Chapter 10 – Crafting the Service Environment
Chapter 11 – Managing People for Service Advantage
Chapter 12 – Managing Relationships and Building Loyalty
Chapter 13 – Complaint Handling and Service Recovery
Chapter 14 – Improving Service Quality and Productivity
Chapter 15 – Organizing for Service Leadership
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