Management and Organizational Studies 2320A/B Chapter Notes - Chapter 10: Wi-Fi, Starbucks, The Keg

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Michael Aloisio

Document Summary

There are 4 core differences between services and goods. Below, we will discuss each of them in detail: Services are intangible, meaning that they cannot be toughed, tasted, or seen like a product can be. This intangibility can be difficult/challenging for marketers to convey the benefits of the services. Service providers offer cues to help their customers experience and perceive their service more positively to create an atmosphere that appeals to the target market: ex. Tv, magazines, and children"s toys in a dentist"s waiting room: ex. Starbucks cozy atmosphere good for working or casually meeting with: ex. Walt disney evokes images of happy families and nostalgic memories of. Services that cannot be shown directly to potential customers is difficult to promote, which is why marketers employ symbols and images to promote/sell services. previous visits to the part. friends, free wi-fi, etc. Reinforcement of the services benefits/values that it provides. Relies on consumer perceptions of their integrity/trustworthiness.