Marketing 16th Edition by William Pride,Ferrell

Exercise 19

Products that are services rather than tangible goods present unique challenges to companies when they formulate marketing strategy. A clear comprehension of the concepts that apply specifically to service products is essential when developing the marketing plan. These concepts will form the basis for decisions in several plan areas. To assist you in relating the information in this chapter to the development of your marketing plan for a service product, focus on the following:
Discuss your product with regard to the six service characteristics. To what degree does it possess the qualities that make up each of these characteristics?
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.