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354    PART 5  SHAPING THE MARKET OFFERINGS






                                                     13

                                           Chapter













          In This Chapter, We

          Will Address the
          Following Questions


         1. How do we define and classify
            services, and how do they differ
            from goods?
         2. What are the new services
            realities?

         3. How can we achieve excellence
            in services marketing?
         4. How can we improve service
            quality?

         5. How can goods marketers
            improve customer-support
            services?



              The unconventional Cirque du Soleil
              organization creates memorable
              experiences for its audiences through its
              creative redefinition of the circus concept.
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