MKT 100 Chapter 10: MKT-Chapter 10

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Marketing services differ from product marketing because of four fundamental differences: Intangible- they cannot be touched, tasted, or seen like a product can. Difficult to convey the benefits of services. Difficult to promote because it cant be shown directly to potential. Use pics of happy families to showcase their experience. Services are produced and consumed at the same time- the service and consumption are inseparable cannot be returned once performed. Customers cant try the product before buying it eg spa treatment, haircuts. Inconsistent quality may vary because its provided by humans. Try to reduce the inconsistency through training and standardization or replacing humans with machines: eg self checkout. Services are perishable because they cannot be held in inventory, or stored for use in the future. Gaps model is designed to highlight areas where customers believe they are getting less or poorer services than they expect (the gaps) and how these gaps can be closed.