MKTG 649 CHAPTER 11 NOTES

MKTG 649 CHAPTER 11 NOTES - Experience Quality...

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Marketing 649: Marketing Management 10-6-2011 Chapter 11 Service service  is any act of performance that one party can offer another that is  essentially intangible and does not result in the ownership of anything; its  production may or may not be tied to a physical product. Categories of Service Mix Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Pure Service Continuum of Evaluation for Different Types of Products Technical Quality
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Search Qualities Characteristics the buyer can evaluate before purchase
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Unformatted text preview: Experience Quality Characteristics the buyer can evaluate after purchase Creedence Quality Physical Evidence and Presentation Place People Equipment Communication Material Symbols Price Characteristics of Service Intangibility Cannot be seen, tasted, felt, heard, or smelled before they are bought Inseparability Variability Perishability Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangible...
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MKTG 649 CHAPTER 11 NOTES - Experience Quality...

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