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  Classifying Services to GainStrategic Marketing Insights By Christopher H. Lovelock   Article 1 Presented by Sandra Lamprecht  Objective To generate greater sophistication withinthe realm of service marketing bysegmenting services into clusters thatshare certain relevant marketingcharacteristics.  Previous Work  –    Classification of Goods Hunt (1976)  Emphasized the usefulness of classification schemesin marketing Copeland (1923)  Most famous and enduring attempt to classify goods  Classification of convenience, shopping, and specialtygoods  Helped managers to:  Better understand consumer needs and behavior   Provided insight into the management of retail distributionsystems  Classification of Goods Cont. Bucklin (1963)  Revised and refined Copeland ’ s srcinalclassification  Provided important strategic guidelines for retailers
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