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	Review Where we've been and What we've done Comments from Evaluation Exercise Any Questions? Market Audit Assignment Short Exercises - 1 Webboard Participation
	Relationship Marketing - Chapter 6 GAP 1 Root Question: Does organization's perception of customer expectations match the reality? Why does gap exist? Emphasis on Retention of customers Cost-Benefit Calculations for customer and organization Market Segmentation Basis - Demographic, Geographic, *Psychographic*, Behavioral Definition of good Segment Segments of One Monitoring Relationships Retention Strategies Customer Appreciation
	Service Recovery -- Chapter 7 Consequences of Service Failure The Value of Complaints (Negative Feedback) Types of Complainers Encouraging Complaints Fairness Theme -- Outcome, Procedural, Interactional Strategies of Recovery Active Listening and Ownership Quick Response Empowered Employees Learning from Experience Service Guarantees Benefits Overall Satisfaction and/or Service Attributes Guarantees to Employees Pros anc Cons of Guarantees
	Looking Ahead GAP 2 -- Key Question Focus on Services
	Assignment Choices for Gap 2: Chapters 8, 9 and 10 See Short Exercise 2
	Expectations for Next Session (June 27) -- Last Minute Questions or Comments