I. Understanding service marketing.
i. What is a service?
ii. Understanding the features of services.
iii. Understanding the distinction between service marketing and product marketing.
iv. Understanding the challenges unique to service marketers.
II. Understanding the importance of service marketing.
III. How to assess the quality of a service?
i. Use the SERVQUAL model to measure, diagnose and design service quality.
ii. Evaluate the usefulness of the SERVQUAL model.
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