BUSI 2202U Chapter Notes - Chapter 12: Marketing Mix, Servqual, Services Marketing
Document Summary
Services are activities, deeds, or other basic intangibles offered for sale to consumers in exchange for money or something else of value. One services-marketing expert suggests that services permeate every aspect of our lives. Services have become one of the most important components of the canadian and global economies. The services sector is now responsible for over 70 percent of canada"s total economic output, as well as over 75 percent of its workforce. A pure good implies that the consumer obtains benefits from the good alone without any added value from service. A pure service assumes there is no goods element to the service that the customer receives. In reality, most services contain some goods element. The four unique elements to services are intangibility, inconsistency, inseparability, and inventory. These elements are sometimes referred to as the four is of services. A major marketing need for services is to make them tangible or to show the benefits of using a service.
