After listening to a recent sales presentation, Mary Smith signed up for membership at the local health

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After listening to a recent sales presentation, Mary Smith signed up for membership at the local health club. On arriving at the facility, she learned there was an additional fee for racquetball court rentals. “I don’t remember that in the sales talk; I thought they said all facilities were included with the membership fee,” complained Mary. Describe the problem in terms of the communication process.

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Marketing The Core

ISBN: 978-0078028922

5th edition

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

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