Case Study: What is Meant by Services? By John M. Rathmell

1. By John M. Rathmell

2.  Marketing is primarily concerned with goods
 Goods are related to classification and
channels of distribution. This coins up the
phrase “Goods and Services”
 Goods are tangible economic products
 Services seem to be everything else

3.  Retailers and manufacturers think in terms of
tangible goods
 Very few have broadened their conception to
include services
 There are exceptions

5. GOODS SERVICES
Noun-Thing Verb-Act
Object or article Effort or performance
Buyer acquires an asset Buyer incurs an expense
Utility depends upon
physical characteristics
Utility depends upon nature
of action performance

6. Goods Services
Goods-Service Continuum

7.  Survey on percentage of goods and services component
of various personal consumption expenditures.