Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 3

All people know quality when they see it-or do they? Let's take a look at some goods and services and then think about assessing their quality. For this exercise, work in teams of two to three and discuss each item before determining its final placement.
Activities
1. Using the abbreviations in parentheses, place each of the following products and services along the continuum below: a new car (C), designer jeans (J), car oil change (O), dress dry cleaning (D), haircut (H), tax preparation software (T), college education (E).
100 percent physical good ________________________ 100 percent service
2. Once you have placed the items along the continuum, consider how easy it is to assess the quality of each item.
Easy to assess quality ________________________ Difficult to assess quality
3. What assumptions can you make about the ability to assess the quality of goods compared to services? Is it easier to assess the quality of some goods than others? What about for services?