What are services, and how do they differ from goods

•

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This presentation is based on the 12th chapter (Designing and Managing Services) of the book Marketing Management by Kotler and Keller

Marketing

Narayana Hrudayalaya
•
•
Care and Compassion

A service is any
act or performance
one party can offer
to another that is
essentially
intangible and does
not result in the
ownership of
anything. s
WHAT IS A SERVICE ?

CATEGORIES OF SERVICE MIX
Pure Tangible Good
Tangible Good with Accompanying service

CATEGORIES OF SERVICE MIX
Hybrid
Major service with accompanying goods

Buyer can evaluate after
purchase
Buyer finds hard to evaluate even
after consumption

Service Provider
“Tangibilize the intangible”

INTANGIBILITY

eg: Transport companies must
own much more equipment owing
to rush hour demand.


PERISHABILITY

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What are services, and how do they differ from goods

1. Designing and Managing Services

2. Narayana Hrudayalaya • • Care and Compassion

3. A service is any act or performance one party can offer to another that is essentially intangible and does not result in the ownership of anything. s WHAT IS A SERVICE ?

4. CATEGORIES OF SERVICE MIX Pure Tangible Good Tangible Good with Accompanying service

5. CATEGORIES OF SERVICE MIX Hybrid Major service with accompanying goods

6. CATEGORIES OF SERVICE MIX Pure service

7. Buyer can evaluate after purchase Buyer finds hard to evaluate even after consumption

9. Service Provider “Tangibilize the intangible”  INTANGIBILITY

10. INSEPARABILITY

11.    VARIABILITY

12. eg: Transport companies must own much more equipment owing to rush hour demand.   PERISHABILITY

13. Disclaimer