MKT 723 Study Guide - Midterm Guide: Business Model, Customer Service Training, Servqual
22 May 2014
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H. i. i. p {heterogeneity, intangible, inseparable, perishable} No longer are goods considered separate from services. Rather, services now increasingly represent an integral part of the product. To understand the services marketing mix framework, it"s necessary to understand the nature of services. The term heterogeneity describes the uniqueness of service offerings (also known as variability). In other words, services are generated, rendered, and consumed at one time. This is the most defining characteristic of a service that differentiates it from a product. When a customer is buying a service, he perceives a risk related. Short question notes to the purchase. It is difficult for a customer to know in advance what they will be getting. To reassure the buyer and build his confidence, marketing strategists need to give tangible proof for the quality of service. A haircut is delivered to and consumed by a customer simultaneously.
