ASSIGNMENT
Products that are services rather than tangible goods present unique challenges to companies when they formulate marketing strategy. A clear comprehension of the concepts that apply specifically to service products is essential when developing the marketing plan. These concepts will form the basis for decisions in several plan areas. To assist you in relating the information in this chapter to the development of your marketing plan for a service product, focus on the following:
● Using Figure 13.1, determine your product’s degree of tangibility. If your product lies close to the tangible end of the continuum, then you may proceed to the questions in the next chapter. If your product is more intangible, then continue with this chapter’s issues.
● Discuss your product with regard to the six service characteristics. To what degree does it possess the qualities that make up each of these characteristics?
● Using Table 13.1 as a guide, discuss the marketing challenges you are likely to experience.
● Determine the search, experience, and credence qualities that customers are likely to use when evaluating your service product.
● Consider how your service product relates to each of the dimensions of service quality. Using Table 13.2 as a guide, develop the evaluation criteria and examples that are appropriate for your product.
