MGMA01H3 Chapter Notes - Chapter 12: Internal Communications
15 Apr 2011
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Document Summary
Introduction: service is a type of product, service marketers are really selling experiences. Intangible attributes are those attributes that cannot be experienced by the physical senses: products can offer both attributes. This eases the task of choosing among them. household furniture is high in search qualities: experience qualities are characteristics of products that can be assessed mainly through using them. a meal at a fine restaurant or a musical performance is high on experience qualities: credence qualities are qualities for which, even after purchasing, the buyer must simply trust that the supplier has performed the correct service. car repairs, medical procedures are high in credence qualities. Characteristics of services: there are four unique characteristics of services that distinguish them from goods, intangibility, inseparability of production and consumption, heterogeneity, perishability. revenue from empty seats in airplanes are lost forever www. notesolution. com: services cannot be protected through patents.
