Services Marketing Midterm Review Chapter 1: Understanding Services Marketing * Four characteristics of services (pg. 9-11): * Intangibility: cannot be seen, touched, held, or put on a shelf, because they lack a physical existence or form * Customer cannot purchase physical ownership of an “experience” (entertainment), “time” (consulting), or a “process” (dry cleaning). This intangible nature prevents customers fro, examining services before their actual enactment. *…
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