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Wall Street Journal Summary Chapter 1 Service MarketingService- Services are deeds, processes, and performances provided or copyrighted by one entity or person for another entity or person. 4 Types of Services-Service Industries- Lodging(hotels)Service as a Product- Macy’s gift wrappingCustomer serviceDerived serviceWhy study service Marketing?Service as a business imperative in manufacturing and IT. – Service lead growth(need service to grow),Deregulated.