ADM 3322 Chapter 3: CH3, Services Marketing, 1st Canadian Edition
31 Jan 2012
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Document Summary
Ex are medical and mechanical most receiving the good/service are not expert enough to judge the quality. Consumer may be unaware of whether offerings satisfy given wants or needs even at end of experience. Services become more important for higher level (social, ego, self actualization) Personal sources are used more for services than goods. Friends or experts can easily communicate experience qualities. Local and professional industries are unlikely to advertise. *internet has allowed for more nonpersonal information via photos, reviews, virtual tours, chat rooms, forums, Services are intangible, variable, and perishable, causing a higher perceived risk in purchase. Risk can be financial, time, performance, social, psychological. Amount of alternatives available is generally smaller with services than with goods. Each service has different attributes and qualities, only one or two "brands" per location. It can be difficult to find adequate prepurchase information. Internet widens alternatives (removes geographic limits, which are generally <3 per area)
