Learning Objectives
14.1 How can services be defined and
classified, and how do they differ from
goods?
14.2 What are the new services realities?
14.3 How can companies achieve
excellence in services marketing?
14.4 How can companies improve service
quality?
14.5 How can goods marketers improve
customer-support services?
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The Nature of Services
• Service
– Any act or performance one party can offer to another
that is essentially intangible and does not result in the
ownership of anything
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Categories of Service Mix
• A pure tangible good
• A tangible good with
accompanying services
• A hybrid
• A major service with
accompanying minor
goods/services
• A pure service
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rig
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