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
Chapter13: Services Marketing
Section13.2: American Express Delivers Service With Calls, Tweets, And Apps
Problem 2C
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Transcribed Image Text: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
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