MKT 723 Chapter 1-5: MKT723 notes (Ch.1-5)
Document Summary
Side notes companies, which used to compete by marketing boxes (tangible goods), have now switched their competitive focus to the provision of unmatched, unparalleled cus- tomer services. Sep 30, 2018 service imperative reiects the view that the intangible aspects of products are becoming the key features that differentiate products in the marketplace. Scale of market entities the scale that displays a range of products along a continuum based on their tangibility, ranging from tangible dominant to intangible dominant. Sep 30, 2018 the primary difference between goods and services is the property of intangibility. Sep 30, 2018 intangible products lack physical substance. Sep 30, 2018 tangible dominant goods that possess physical properties that can be felt, tasted, and seen prior to the consumer"s purchase decision. Intangible dominant services that lack the physical properties that can be sensed by consumers prior to the purchase decision.
