CH11 - The marketing of services Chapter 11 Services...

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1 © Emmelhainz and Grantham, MARK 3000 The marketing of services Chapter 11 Mark 3000 © Emmelhainz and Grantham Services Marketing • Definition of service – Text: intangible tasks. – Any deed, act, or performance Mark 3000 © Emmelhainz and Grantham Importance of Services 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of GDP 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of employment
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2 © Emmelhainz and Grantham, MARK 3000 Mark 3000 © Emmelhainz and Grantham How Services Differ from Goods Intangible Inseparable Heterogeneous Perishable Mark 3000 © Emmelhainz and Grantham • Services are intangible – Can not be seen, touched, tasted, felt, stored – Makes evaluation of quality difficult • Services are inseparable – Production and consumption occur at the same time – Consumer generally must be present Mark 3000 © Emmelhainz and Grantham • Services are perishable – Services can not be produced ahead of time and stored. • Services are heterogeneous – Different from time to time
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3 © Emmelhainz and Grantham, MARK 3000 Mark 3000 © Emmelhainz and Grantham Key dimensions of service quality • How consumers view quality: – Reliability – is service performed correctly? – Responsiveness – is service performed on time?
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This note was uploaded on 05/26/2011 for the course MARK 3000 taught by Professor Emmelhainz during the Spring '07 term at UGA.

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CH11 - The marketing of services Chapter 11 Services...

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