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Chapter 12

Study Notes for Chapter 12

3 Pages
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Department
Management (MGM)
Course Code
MGMA01H3
Professor
Ingrid L.Stefanovic

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Chapter 12: Services
SERVICES VS. GOODS
Services
- a product without physical characteristics -- a bundle of performance and symbolic
attributes designed to produce consumer want satisfaction
Tangible Attributes
- attributes that can be experienced y the physical senses, such as sight, touch, and
smell
Intangible Attributes
- attributes that cannot be experienced by the physical senses
- goods sell things and services sell performances
Buying Promises
3 Types of Product Properties for Goods/Services...
1. Search
- physical qualities that enable products to be examined and compared, thus easing
the task of choosing
2. Experience
- characteristics of products that can be asssessed mainly through using them
3. Credence
- qualities for which, even after purchasing, the buyer must simply trust tha tthe
supplier has performed the correct service
4 CHARACTERISTIC OF SERVICES
1. Intangibility
- no physical substance
Creates a number of marketing problems...
a) cannot be stored (ie. revenue from empty seats)
b) cannot be protected through patents
c) hard to display or communicate
d) prices difficult to set
- fixed costs
Solution Strategies
- stress tangible cues in advertising and selling
- use personal resources rather than non-personal sources
- stimulate word-of-mouth communications
- engage in post-purchase communications
- create a strong image of their organization
- develop a strong cost accounting system
2. Inseparability of Production and Consumption
- a characteristic of services in which the product is produced and consumed
simultaneously
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Description
Chapter 12: Services SERVICES VS. GOODS Services - a product without physical characteristics -- a bundle of performance and symbolic attributes designed to produce consumer want satisfaction Tangible Attributes - attributes that can be experienced y the physical senses, such as sight, touch, and smell Intangible Attributes - attributes that cannot be experienced by the physical senses - goods sell things and services sell performances Buying Promises 3 Types of Product Properties for GoodsServices... 1. Search - physical qualities that enable products to be examined and compared, thus easing the task of choosing 2. Experience - characteristics of products that can be asssessed mainly through using them 3. Credence - qualities for which, even after purchasing, the buyer must simply trust
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