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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 9. Balancing Demand and Capacity

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Know the different demand—supply situations that fixed capacity firms may face.

Image LO 2 Describe the building blocks of dealing with the problem of fluctuating demand.

Image LO 3 Understand what is meant by productive capacity in a service context.

LO 4 Be familiar with basic ways to manage capacity.

LO 5 Understand demand patterns ...

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