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Services Marketing (Characteristics (Inseparability (produced and consumed…
Services Marketing
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The 7 Ps
Process
The delivery of the service is usually done with the customer present so how the service is delivered is part of what the consumer is paying for
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Physical Evidence
Almost all services include some physical element even if the bulk of what the consumer is paying for is intangible.
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Characteristics
Inseparability (produced and consumed simultaneously, services cannot be separated from providers, consumers participate in and affect the transaction, e.g. college lecture - both the students and the lecturer influence the outcome)
Variability (services depend on who provides them, when and where => than makes them highly variable, e.g. college lecture depends on person delivering)
Intangibility (cannot be seen/experienced before bought, e.g. college lecture)
Perishability (experience cannot be stored, e.g. college lecure)
Involvement in purchases
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Low
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next to no research, scanning instead
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