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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
234 Services Marketing
THE SERVICE PRODUCT MIX
A service product mix is a set of services o ered for sale by a company.  e
service mix of a company can be assessed in terms of width, length, depth
and consistency.  e width of the service mix refers to the number of di er-
ent service lines o ered by the company.  e length of a service product mix
refers to the total number of service items in the mix.  e depth of the service
product mix refers to the number of variants o ered in each service line.  e
consistency of the service product mix refers to how closely the service lines
are related in consumer perception, distribution channels ...
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Publisher Resources

ISBN: 9781306254410