Module 11 - Services: The Intangible Product
In the Spotlight
Figure 11.1 Services are intangible, nonphysical products, such as childcare, and they make u...
11.1 Classification of Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define services. 2 Li...
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and explain the...
11.3 The Gap Model of Service Quality
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Gap Model...
11.4 Ethical Considerations in Providing Services
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the ethical c...
Chapter Summary
In this chapter, we explore services. One of the first concepts is that services are intangible, ...
Key Terms
assurance in terms of the RATER model, the degree to which an organization inspires trust in its...
Applied Marketing Knowledge: Discussion Questions
1. Review this Houston Chronicle article about the eight elements of service marketing. Pic...
Critical Thinking Exercises
1. Agree or disagree with the following statement: I tip for service based solely on the am...
Building Your Personal Brand
“Communication is the act or process of using words, sounds, signs, or behaviors to express or ex...
What Do Marketers Do?
Considering that “70% of small businesses are operated and owned by a single person,” the questio...
Closing Company Case
Adventist Health Castle Adventist Health Castle in Kailua, Hawaii, is an award-winning hospita...
References
1. Andrea Forstadt, “10 Service-Based Business Ideas,” US Chamber of Commerce, April 2, 202...