Unit 16 The Characteristics ofServices and Their RelatedMarketing Strategies
Unit 16 The Characteristics of Services and Their Related Marketing Strategies
Whatis a Service?Wedefine a product as a bundle ofsatisfactions.This definition holds aswell for servicesasfortangiblegoods.However, to be more specifica service is ainstrumental activityperformed for a consumer or aconsummatory activity involvingconsumerparticipationin,butnotownershipof,an organization'sproductorfacilities
2 What is a Service? We define a product as a bundle of satisfactions. This definition holds as well for services as for tangible goods. However, to be more specific, a service is a instrumental activity performed for a consumer or a consummatory activity involving consumer participation in, but not ownership of, an organization’s product or facilities
WhatIsaService?Wedefine aproduct asabundleof satisfactions.This definition holds as well for servicesas fortangible goods.However,to be more specific,aservice is a instrumental activity performed for aconsumer or a consummatory activityinvolvingconsumer participation in,but not ownership ofan organization's product or facilities.This definition points out thatthe reason forpurchasing our service may be very different fromthe reason for purchasing another service,Consumers purchaseinstrumental services--typically,work performed by others---to achievea goal without directly being involved in the task
◼ What Is a Service? ◼ We define a product as a bundle of satisfactions. This definition holds as well for services as for tangible goods. However, to be more specific, a service is a instrumental activity performed for a consumer or a consummatory activity involving consumer participation in, but not ownership of, an organization’s product or facilities. ◼ This definition points out that the reason for purchasing our service may be very different from the reason for purchasing another service, Consumers purchase instrumental services- typically, work performed by others- to achieve a goal without directly being involved in the task
For example,a lawn care or a home movingcompany provides instrumental services.Incontrast,a store that rents VCD/DVD moviesprovidesa consummatory servicethe consumeris directlyinvolved and immediately gratified bythe use of the service.A skiing lesson may beboth an instrumental and a conmummatoryservice.The skiing instructor performs aninstructionaltaskfor thestudent,andthe studentreceives gratification as the serviceis consumed
◼ For example, a lawn care or a home moving company provides instrumental services. In contrast, a store that rents VCD/DVD movies provides a consummatory service; the consumer is directly involved and immediately gratified by the use of the service. A skiing lesson may be both an instrumental and a conmummatory service. The skiing instructor performs an instructional task for the student, and the student receives gratification as the service is consumed
The Characteristics of Services1.intangibility2.perishability3.inseparability4.variability
5 1. intangibility 2. perishability 3. inseparability 4. variability The Characteristics of Services