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 processing Possession processing Mental stimulus processing Information processing services Nature of company Nature of industry

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 )

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

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

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

16. Ticketing

17. Booking hotel

18. Tour package

20. A Beauty saloon

21. A restaurant

23. High in search attributes: Clothing, furniture, cars, electronics goods (high in search attributes) Attributers make those products easy or difficult to consumers difficult to evaluate are style, color, texture,, test drive and sound etc.

24. Experience attributes Vacations, live concerts, sports events, airline, theater, theme park etc Attributers make those products easy or difficult to consumers difficult to evaluate are reliability, ease of use, customer support

25. Credence attributes Healthiness of cooking ingredients, difficult to know efficacy of nutrition claimed by manufacturers, doctor’s prescription, car service, Quality of maintenance and repairs, surgery, legal advice, consulting services, investment counseling, and complex medical interventions

27. Create brochures, provide informations on websites, provide documentary film (commercials), and provide review of experts

28. Strategy to reduce perceived risk:

29. Offer performance warranty

30. Allow customer to preview the service through websites, brochures, web sites etc.

31. Training staff to understand the sensitivity of customers

32. Provide 24/7 customers service

33. Money back guarantees