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Services marketing refers to the application of marketing principles and strategies for promoting, delivering, and managing intangible offerings that provide value and satisfaction to customers. The conceptual framework of services marketing is based on understanding the unique characteristics of services and developing appropriate marketing approaches to overcome the challenges created by these characteristics. Services differ from physical products due to their distinctive features such as intangibility, inseparability, variability, and perishability. These characteristics influence the ___ _____ _______ ____ ____ ______ _______ _________ __________.
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