ADMS 4275 Lecture Notes - Lecture 1: Servicescape, Product Differentiation
Document Summary
Many industries are using services as a means of differentiating their company with respects to the marketplace. Service imperative reflects the view that the intangible aspects of products are becoming the key features that differentiate products in the marketplace. A pure good imply that the benefits received by the consumer contained no element supplied by service. A pure service contain no tangible elements. Service deeds, efforts, or performance (intangibility: lacking physical substance) Product either a good or a service. Scale of market entities scale that displays a range of products along a continuum based on their tangibility ranging from tangible dominant to intangible dominant. Tangible dominant goods that possess physical properties that can be felt, tasted, and seen prior to the (cid:272)o(cid:374)su(cid:373)er"s pur(cid:272)hase de(cid:272)isio(cid:374). (cid:894)e. g. alt, coke, cars(cid:895) Intangible dominant services that lack the physical properties that can be sensed by consumers prior to the purchase decision. (e. g. teaching, consulting, airlines)