Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 8

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:
Consider how your service product relates to each of the dimensions of service quality. Using Table 13.2 as a guide, develop the evaluation criteria and examples that are appropriate for your product.

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.