The document discusses different frameworks for classifying services and how they can be useful for managers. It provides examples of services that fall under each classification: people processing, possession processing, and mental stimulus processing. The document then asks the reader to list services they have used in the past month and categorize them. Finally, it discusses strategies marketers can use to help consumers evaluate services high in search, experience, and credence attributes to reduce perceived risk.

1. Services MarketingComprehensive Test 2011 M.C. Rashid Khan

2. a) Review each of the different ways in which services can be classified. People processingPossession processingMental stimulus processingInformation processing servicesNature of companyNature of industry

3. ExamplesPeople processing (Example : healthcare, beauty saloon, dentist, spa, tourism, transportation, restaurant, lodging)

4. Possession processing,(post office /currier, laundry, ATM, warehousing, landscaping, gardening, office cleaning, repair and maintenance, freight transportation )

5. Mental stimulus processing (education , news , entertainment , Advertising/ PR , video games, music concerts , broadcasting )

6. Information processing services (financial services, accounting , banking, Insurance, legal services, , MR, software consulting )How would explain the usefulness of each frameworks to managers?Managers can understand the process and output of service delivery

7. Identify the benefits created at each point in the process and the non-financial costs (time, fear, pain)incurred

8. Become aware of the effects of the physical environment, and the effects front-line employees have on customers.

9. Know the need to educate customers to get the service

10. Managers understand Productivity and quality initiatives fit with customer expectations

11. Managers need to ensure the privacy of their customers

12. Managers must maintain strong ethical standards.Make a list of at least 12 services that you have used during the past month. Categorize them by type of process.People processing (Example : healthcare, beauty saloon, dentist, spa, tourism, transportation, restaurant, lodging)

13. Possession processing,(post office /currier, laundry, ATM, warehousing, landscaping, gardening, office cleaning, repair and maintenance, freight transportation )