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Chapter Learning ObjectivesTo understand the nature and importance of servicesTo identify the characteristics of services that differentiate them from goodsTo describe how the characteristics of services influence the development of marketing mixes for servicesTo understand the importance of service quality and explain how to deliver exceptional service qualityTo explore the nature of nonprofit marketing13–Copyright ? Houghton Mifflin Company. All rights reserved.Chapter OutlineThe Nature and Importance of ServicesCharacteristics of ServicesDeveloping and Managing Marketing Mixes for ServicesS