MKC1200 Lecture Notes - Lecture 10: Marketing Mix
7 Oct 2018
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Week 10 - services and extended marketing mix. Services: activities, performances or benefits that provide value and are offered for sale, but which involve neither an exchange of tangible goods nor a transfer of title. Medical or legal services - you may never know if they chose the best service available. Services purchased by individual consumers or households for their own private consumption: business-to-business services. Services purchased by individuals or organisations for use in the production of other products or for use in their business operations. Intangibility: the characteristic of lacking physical form: the characteristic of services that most fundamentally distinguishes them from goods, services cannot be seen, tasted, felt, heard or smelled before they are bought. Intangibility makes the evaluation of services prior to purchase difficult and increases feeling of uncertainty. Strategies to reduce uncertainty: marketers an use tangible cues to communicate the desired image of the intangible service, eg.
