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transcript
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Introduction to Marketing
Benchmarking
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
la buena
buenas
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios; Objetivos
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Marketing de servicios
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Fundamentos del marketing de servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
¿Qué es un servicio?
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
¿Qué es un servicio?
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
¿Qué es un servicio?
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La línea de continuidad del producto
Objective 1
Espectro tangibleEspectro tangibleLa línea de continuidad del producto
Dominante tangible
Dominante intangible
SalRefrescos
DetergentesAutomóviles
Cosméticos
Agencias de publicidad
AerolíneasAdministración de
inversiones Consultoría
Enseñanza
Establecimientos de comida rápida
Establecimientos de comida rápida
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La línea de continuidad del producto
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
La línea de continuidad del producto
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.
Diferencias particulares entre los bienes y servicios
Objective 1