Upon completion of this chapter, the student will be able to answer the following questions:

1. What role does the service sector play in the growth of the U.S. economy?
2. On what dimensions is the marketing of services uniquely different from the marketing of tangible goods?
3. What factors are involved in deciding the level of primary and ancillary services to be offered?
4. How is "value" defined within a services marketing context, and how does this fit into the strategic planning process?
5. What are the major services marketing issues, and what are some specific ways that marketers can address these issues?
6. What are the steps that are generally followed in the service design process, and what is the relevance of each step to ensuring a successful service strategy?
7. Who sets the standards for service quality, and how are these standards determined?
8. What organizational factors must be integrated into the design of a service to ensure its successful implementation (including personnel issues)?