BHO 3439 : Marketing serviced and innovation
Document Summary
Services: - any act or experience that one party can offer another. Its intangible and doesn"t result in ownership. Chapter 1 - new perspective on marketing in the service. Value from a variety of value creating elements rather than transfer ownership. Customers are interested in the final output however how service is delivered has a significant impact on them. Services typically have intangible and tangible elements (ie restaurant, food is tangible while the service given is intangible) Customer value might be created by airlines industry, time of arrival is earlier, place make the availability of the store closer to the target market. Powerful forces transforming the service economy: the hollowing out effect. : shifts in the workforce patterns from manufacturing to services (this shift in employment patterns in industrialized economies has been called hollowing out effect (ie credit card companies have outsourced call centres to india)
