Two national firms, the Prestige Hotel and Pro Fitness chains, strive to deliver quality service to their customers. To do so, they address the four core differences between services and goods. In the following scenario, you will be asked to categorize statements about the customer's experiences and the firm's marketing efforts by the core difference they represent. This activity is important because the economies of developed countries like the United States have become increasingly dependent on services. For example, service industries like retail and information services account for about two-thirds of the U.S. gross domestic product (GDP) and the lion's share of U.S. jobs. The marketing of services differs from goods marketing because of the four fundamental ways in which services differ from goods: they are intangible, inseparable, variable, and perishable. The goal of this activity is to demonstrate an understanding of the different elements that distinguish services from products. Read each statement and match it to the item according to the customer experience or marketing efforts that characterize the difference between goods and services it represents. Use guest pass Off-peak rates Hard to convey value Satisfaction guarantee Managing staff Conflicting experiences Uses Flexipass Hotel stay Intangibility Inseparability Perishability Variability Customer Experience Marketing Efforts Managing staff Uses Flexipass Off-peak rates Reset
Two national firms, the Prestige Hotel and Pro Fitness chains, strive to deliver quality service to their customers. To do so, they address the four core differences between services and goods. In the following scenario, you will be asked to categorize statements about the customer's experiences and the firm's marketing efforts by the core difference they represent. This activity is important because the economies of developed countries like the United States have become increasingly dependent on services. For example, service industries like retail and information services account for about two-thirds of the U.S. gross domestic product (GDP) and the lion's share of U.S. jobs. The marketing of services differs from goods marketing because of the four fundamental ways in which services differ from goods: they are intangible, inseparable, variable, and perishable. The goal of this activity is to demonstrate an understanding of the different elements that distinguish services from products. Read each statement and match it to the item according to the customer experience or marketing efforts that characterize the difference between goods and services it represents. Use guest pass Off-peak rates Hard to convey value Satisfaction guarantee Managing staff Conflicting experiences Uses Flexipass Hotel stay Intangibility Inseparability Perishability Variability Customer Experience Marketing Efforts Managing staff Uses Flexipass Off-peak rates Reset
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:**Title: Understanding the Core Differences Between Goods and Services**
**Introduction:**
Two national firms, the Prestige Hotel and Pro Fitness chains, strive to deliver quality service to their customers. To achieve this, they address the core differences between services and goods. This educational activity will help you categorize statements about customer experiences and the firm's marketing efforts by the core difference they represent.
**Importance:**
This activity highlights the significance of understanding service-based economies, particularly in developed countries like the United States, which heavily depend on services. Industries such as retail and information services contribute significantly to the U.S. gross domestic product (GDP) and job market. Marketing in service industries differs from goods marketing due to four fundamental characteristics: intangibility, inseparability, variability, and perishability. This exercise aims to enhance comprehension of these elements that distinguish services from products.
**Interactive Activity:**
**Instructions:**
Read each statement and match it to the correct item according to the customer experience or marketing efforts that characterize the difference between goods and services it represents.
**Matching Activity:**
1. **Intangibility**
- Customer Experience: Hard to convey value
- Marketing Efforts: Uses Flexipass
2. **Inseparability**
- Customer Experience: Conflicting experiences
- Marketing Efforts: Managing staff
3. **Perishability**
- Customer Experience: Satisfaction guarantee
- Marketing Efforts: Off-peak rates
4. **Variability**
- Customer Experience: Hotel stay
- Marketing Efforts: Use guest pass
**Conclusion:**
Understanding these core differences and their implications for marketing and customer service is crucial for businesses in service industries competing in today's economy. This awareness can lead to more effective strategies and improved customer satisfaction.
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