MKTG101 Lecture Notes - Lecture 11: Services Marketing, Marketing Mix, Ebay
Document Summary
Services: activities, performances or benefits that are offered for sale but which involve neither an exchange of tangible goods nor a transfer of title, the service is the product. Service: the act of delivering a product involving human, intellectual or mechanical activity that adds value to the product, how well the product is delivered. Business to business services: purchased by individuals and organisations for use in the production of other products or for use in their daily business operations. Retail: services- provided one to many, e. g. telecommunications, airlines. Professional services- provided one to one, e. g accountants, dentists. The services marketing mix: the unique characteristics of services are. Services frequently cannot be easily perceived by the 5 physical senses, increasing customer feeling of uncertainty and risk about the purchase: to reduce this anxiety, use tangible cues (logos, uniforms, use guarantees, testimonials and word-of-mouth. Services differ in the ease of difficulty of evaluation.
