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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
Introduction to Services Marketing 7
3. Hybrid: is is a typical marketing o er where tangible goods and ser-
vices may be given equal importance by consumers. For example,
people patronize restaurants for both food and service. However, the
contribution of goods and services may not be equal in all restau-
rants despite being important to consumers. In a  ve-star hotel, ser-
vices take a prominent place when compared to food items, whereas
in ordinary restaurants the proportion may be more or less equal. In
fast food outlets, food may dominate as compared to services.  ere-
fore, there is a possibility of having a hybrid category of products, but
it is uncommon to have a signi cant portion of such products in any
economy.
4. Ser ...
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Publisher Resources

ISBN: 9781306254410