SERVICE MIDTERM

Refers to the promotion of intangible products such

as services, which is different from tangible products like goods.

One problem of Intangibility is that items that comprise a class of objects, persons, or events

• generability

• nonsearchability

• abstractness

• mental impalpability

One problem of Intangibility is that it cannot be searched or inspected before purchase

• generability

• nonsearchability

• abstractness

• mental implpability

One problem of Intangibility is that no one-to-one correspondence with physical objects

• generabiity

• nonsearchability

• abstractness

• mental impalpability

One problem of Intangibility is that customers find it hard to grasp benefits of complex, multidimensional new offerings

• generability

• nonsearchability

• abstractness

• mental impalpability

The active

participation of customers in the service process makes it challenging to

deliver consistent service quality.

• true

• false

Characteristic of service where services cannot be stored, making it challenging to communicate the

availability of services to customers.

Characteristic of service where the quality of service can differ from one

customer to another and even from one service encounter to another.

Marketers must focus on communicating the intangible elements of services

to customers, such as the service environment, physical evidence, and

customer testimonials.

• true

• false

Service marketers must communicate how the customer’s involvement in

the service process will add value to the service experience.

• true

• false