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1. In the context of service marketing, which of the following best describes the concept of 'service blueprinting'? A) A method to monitor service quality. B) A tool for managing brand equity. C) A technique for service design and innovation. D) A strategy for pricing services competitively. Answer: C) A technique for service design and innovation. Rationale: Service blueprinting is a process used to visualize the service process, points of customer contact, and the physical evidence associated with a service from a customer's perspective. 2. What does the term 'consumer ethnocentrism' refer to in international marketing? A) The importance of understanding and adapting to the ethics of a consumer group. B) The tendency to believe that one's own ethnic or cultural group is centrally important. C) The practice of segmenting markets based on ethnic background. D) The analysis o
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