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 ...