1. In order to compile a comprehensive plan, you will of course need a lot of detail. However, by applying the seven steps you have just identified to the outline case study (at the end of this chapter), you can start to put together a skeleton marketing plan for Maltese wine.

2. What are some of the marketing metrics that should be considered when making decisions about the marketing mix?

1.Apply the SERVQUAL model to your chosen company and examine the five dimensions included in the model. How might the gaps you found be reduced? 2. Apply Table 10.1, the expanded marketing mix for services, to a company of your choice. How are the 7 Ps utilized by the firm to provide superior customer value? 3.What are the seven steps on the marketing planning ladder? Identify and then discuss the importance of each step.


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