• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Service Products
Service products

Services are also bundles of benefits, so are products as much as are physical items. For many marketers, the difference between the marketing of services and the marketing of physical goods is negligible, for the following reasons:

  • A product is a bundle of benefits. An individual seeking to be cheered up may achieve this by going out for dinner (a service) or by buying a bottle of wine (a physical product). The benefit (an improvement in mood) is basically the same.
  • The problem of defining whether a product is a service or a physical product. Most tangible products include a service aspect, and most services include ...
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