mktg 3104 chapter 12 outline

mktg 3104 chapter 12 outline - Chapter 12- Managing...

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Chapter 12- Managing Services Services - are intangible activities that an organization provides to consumers in exchange for money or value 4 I’s of services - Intangibility, inconsistency, inseparability, and inventory Intangibility - cant be held, touched or seen before the purchase decision Ex. Airline ads with internet and new seats Inconsistency - quality of the service is often inconsistent, varies day to day Ex. Team winning and losing day to day Inseparability – consumer can’t separate the delivery of the service from the service itself Ex. Getting an education, you go but you need to work hard Inventory - problems exist with goods, inventory carrying costs, Ex. Physician gets paid to see patients, but if no one is scheduled Idle production capacity- the service provider is available but there is no demand Service Continuum - range from tangible to intangible or good dominant to service dominant Ex. Teaching is service dominant “intangible” and Salt is good dominant “tangible”
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This note was uploaded on 08/29/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Spring '08 term at Virginia Tech.

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mktg 3104 chapter 12 outline - Chapter 12- Managing...

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