1. MANAGING SERVICES C HAPTER 12

2. Importance of services in the U.S. gross domestic product THE UNIQUENESS OF SERVICES

3. The Four I’s of Services Intangibility Inconsistency Inseparability Inventory  Idle production capacity The Service Continuum THE UNIQUENESS OF SERVICES

4. Inventory carrying costs of services

5. Service continuum

6. Classifying Services Delivery by People or Equipment Profit or Nonprofit Organizations Government Sponsored or Not THE UNIQUENESS OF SERVICES

7. Service Classifications

8. The Purchase Process  Search properties  Experience properties  Credence properties HOW CONSUMERS PURCHASE SERVICES

9. Dimensions of service quality

10. Assessing Service Quality  Gap Analysis Customer Contact and Relationship Marketing  Customer contact audit  A Customer’s Car Rental Activities  Relationship marketing HOW CONSUMERS PURCHASE SERVICES

11. Dimensions of service quality

12. Internal marketing Product (Service) Exclusivity Branding Capacity Management Pricing  Off-peak pricing Place (Distribution) Promotion MANAGING THE MARKETING OF SERVICES