PSYC 2000 Chapter : IMG 8367
Document Summary
Services and nonprofit organizations marketing: the importance of services, service: the result of applying human or mechanical efforts to people or objects. Service involved a deed, a performance, or an effort that cannot be physically possessed. Intangibility: the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed. Search quality: a characteristic that can be easily assessed before purchase. Experience quality: a characteristic that can be assessed only after use. Reliability: the ability to perform a service dependently, accurately, and consistently. Responsiveness: the ability to provide prompt service. Marketing mixes for service: product (service) strategy. People processing: takes place when the service is directed at a customer. Examples are transportation services and health care. cleaning, and veterinary services. Possession processing: occurs when the service is directed at customers" physical possessions. Mental stimulus processing: refers to services directed at people"s mind.
