Course Hero 29

Course Hero 29 - often crucial for cars, computers, and...

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3. What are the five categories of offerings in the product-service mix? A service is any act or performance one party can offer to another that is essentially intangible and does result in the ownership of anything. Its production may or may not be tied to a physical product. Increasingly, however, manufacturers, distributors, and retailers are providing value-added services, or simply excellent customer service, to differentiate them. The service component can be a minor part of the total offering. We distinguish five categories of offerings: 1. Pure tangible good – The offering consists primarily of tangible good such as soap, toothpaste, or sat. No services accompany the product. 2. Tangible good with accompanying services – The offering consists of a tangible good the product, the greater the need for a broad range of high-quality supporting services. Services are
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Unformatted text preview: often crucial for cars, computers, and cell phones. 3 . Hybrid The offering consists of equal parts goods and services. For example, people patronize restaurants for both the food and its presentation. 4. Major service with accompanying minor goods and services The offering consists of a major service along with additional services or supporting goods. For example, though the trip includes a few tangibles such as snacks and drinks, what airline passengers buy in transportation. This service requires a capital-intensive good an airplane for its realization, but the primary item is a service. 5. Pure service The offering consists primarily of service. Examples include babysitting, psychotherapy, and massage....
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