BU352 Chapter Notes - Chapter 10: Hotwire.Com, Service Provider, Liquid Oxygen
Document Summary
Service any intangible offering that cannot be physically possessed, involves a deed, performance or effort. Customer service - specifically refers to human or mechanical activities firms undertake to help satisfy their customer"s needs and wants. Lo1: describe how marketing a service differs from marketing a product by applying the principles of intangibility, inseparability, inconsistency and inventory. Services marketing differs from product marketing differs due to four fundamental differences that are unique to services; these differences make marketing for services considerably more difficult. Core differences between services and products: intangible, inseparable, variable (inconsistent, perishable (inventory) They cannot be touched, tasted or seen like a pure product can. Images marketers use reinforce the benefit or value of the service, professional services rely heavily on customers perception of integrity and trustworthiness. For example, using micro-marketing segmentation strategy to provide customized service designed to meet a specific customers needs: variability can be addressed by replacing humans with machines wherever possible (atm"s, self-checkouts etc. )
