Management and Organizational Studies 1021A/B : The Marketing Mix.docx

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Meaghan Ross

Document Summary

Product: a good, service, or idea consisting of a bundle of tangible and intangible attributes: tangible physical characteristics (colour, sweetness, etc. ) Types of goods: non-durable goods items that don"t last, consumed for a limited number of times (food products, fuel, durable goods items that last over an extended number of uses (appliances, vehicles) The uniqueness of services the four i"s of service. Intangibility services generally cannot be held, touched, or seen before a purchase. Important for marketers to demonstrate benefits of using service since people cannot see it (i. e. going to a leafs game: people cannot experience beforehand because services are more performance oriented. Inconsistency quality of a service is dependent on the people who provide it. Leafs aren"t exactly very consistent: companies try to overcome inconsistency by training employees on how to deliver consistent quality experiences. Inseparability in most cases, the consumer cannot separate the deliverer of service from the service itself.