Unformatted text preview: What is a service? What is the goods-services continuum? • Understand the four key characteristics that differentiate services from physical goods. • What is service quality? What are the three dimensions of service quality? • What are two techniques for measuring service quality? If we use the gap model, what are we evaluating? • What is customer retention? What are some customer retention tactics? Chapter 11: Marketing Channels & Distribution • What is the value chain? What is the supply chain? What is a distribution channel? • What are the three types of channel power? • What is a channel intermediary? • Understand conventional, vertical, and horizontal distribution strategies. • Understand why firms use the three levels of channel structure intensity. • What is logistics? What are the various functions of logistics?...
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- Spring '08
- Marketing, new product development