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Chapter 12 Services: The Intangible Product Watched a 60 Minutes video on Sunglasses Watched PopCopy- The Chappelle Show Services

ces o Customer Service: Human or mechanical activities Satisfy customers needs and wants Product Dominance o Hybrid products Combination of goods and services Services Marketing Differs from Product Marketing o Intangible Use cues to aid customers Atmosphere conveys value Images convey benefits o Inseparable Production and consumption are simultaneous Little opportunity to before use Lower risk by offering guarantees or warranties o Variable Who, when, where, how: impacts service quality Training: standard protocols so employees understand what the interaction should be like with the customer DISNEY: consults with a lot of groups on employee training Micromarketing Machines o Perishable Cannot be stored for later use Match demand to supply