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The text states that some marketing techniques and ideas are relatively
exclusive to services marketing, while others are relatively exclusive
to goods marketing. Identify two techniques or ideas that are exclusive
to services marketing and two that exclusive to goods marketing.
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Think about two recent major “purchases” you have made,
such as selecting the university you are currently attending and buying
a computer for your use at university. Compare and contrast these
two products in terms of their search qualities, experience qualities,
and credence qualities.
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Tourist destinations generally consist of a mix of physical and service
products. Suppose you are the marketing manager for Disney World in
Orlando, Florida or for Disneyland in Anaheim, California. Where would
you place your “product” on the “tangibility spectrum”?
Give some specific examples of how your product has intangibility,
inseparability, heterogeneity, and perishability characteristics.
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Continuing with the Disney World/Disneyland example, relate Disney’s
use of the Mickey Mouse character in its advertising to the marketing
strategies listed in the text to solve the problems of intangibility.
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The objective of internal marketing in service organizations is
to develop motivated, customer-conscious, market-oriented, and sales-minded
employees. Can internal marketing play the same role in manufacturing
companies? Is it needed as much in manufacturing organizations?
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Think of where you have your hair cut. How does this service organization
“manage evidence” to convince you that it provides good
service?
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Figure 12.4 provides the well-known model of service quality developed
by Parasuraman, Zeithaml, and Berry. Figure 12.5 summarizes the five
gaps that can occur between customer expectations and customer experiences.
Has your university met your expectations? If not, which of the five
gaps exist based on your experiences to date?
