Page 257 - DMGT510_SERVICES_MARKETING
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Services Marketing
Notes Question
The intangibility of services challenges marketers to make the offer believable,
differentiable, and measurable. Evaluate Vijay Mallyas attempt to give physical evidence
of his intangible Kingfisher Airlines. Are there any other methods that he could have
attempted? Explain.
Exhibits 1 and 2
Self Assessment
Fill in the blanks:
14. The inherent intangibility of services makes
an important tool for
tangibilisation.
15. The
of a service firm would include buildings, office premises, design,
layout and décor of the office, etc.
16. Signages are
communicative media.
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