COMM 296 Chapter Notes - Chapter 13: Redone, Root Mean Square, Food Quality
Document Summary
The marketing of services differ from product marketing because of the four fundamental differences involved in services. Intangible: a characteristic of a service: it cannot be touched,tasted or seen like a pure product can. Service providers must offer cues to help their customers experience/perceive their service more positively (waiting room stocked with tv, drinks and comfy chairs) Services that cannot be shown directly to potential customers also are dif cult to promote. Inseparable production and consumption : service that is produced and consumed at the same time. Services such as haircuts see customer present but can allow participation in the process. Customers rarely have opportunity to try the service before they purchase it. Because of high risk: rms provide extended warranties and 100 percent satisfaction guarantees. Heterogeneous - refers to the difference between the marketing of products and services, the delivery of services are more valuable. The more humans are needed, the more likely there is to be heterogeneity.
