The Goods-service Continuum
The goods and services continuum enables marketers to see the relative goods/services composition of total products. A product’s position on the continuum, in turn, enables marketers to spot opportunities. At the pure goods end of the continuum, goods that have no related services are positioned. At the pure services end are services that are not associated with physical products. Products that are a combination of goods and services fall between the two ends. For example, goods such as furnaces, which require accompanying services such as delivery and installation, are situated toward the pure goods end. Products that involve the sale of both goods and services, such as auto repair, are near the center. And products that are primarily services but rely on physical equipment, such as taxis, are located toward the pure services end.
A few observations of the Continuum model can be made:

Advertisement

–     The offerings of a firm range from pure goods to pure services.
–     Those that are mostly goods are tangible and are very easy to evaluate by the consumer (like fabrics, jewellery, a house etc.). A consumer finds it very difficult to evaluate those offers which are mostly services because of their intangibility (like legal and counselling advice, medical diagnosis etc).
–     The range of offers has different qualities in themselves and the customer looks for or seeks these qualities:

Those that are mostly goods show search qualities. Customers know exactly what they want and look for those features in the offer. Thus, an apartment hunter would look for a 2­bedroom-hall-kitchen property in Bandra admeasuring 900 square feet in car.pet area. Or, a lady might look for specific designs in a 23-carat bangle from a Tanishq outlet. Mr. Joseph looks for worsted, blue woollen suit material for himself etc.
Thus a marketer can put the search quality features on prominent display and make it easier for customers to get details or access. If the customers do not find these features in their search they may become anxious and may not buy or they may go for rival products where there is easier access to information.
Those offers that are mostly services evince credence qualities There are no tangible features for the customer to search for. He then looks for credo qualities in the offer Reputation of the offer becomes the decisive factor. He has very few other alternatives to compare. Thus, Mrs. Manjrekar would choose only that lawyer to fight her divorce and custody battle who has a reputation for winning such court cases. A patient would. choose his doctor or surgeon on the basis of his reputation.
We tend to give our computers or for -repair on the basis of the reputation of the repairman. A marketer of such offers has to be doubly careful in highlighting the credibility of the service provider. An actor is never called again for a stage play if his histrionic talent is in question; a doctor or surgeons whose ethical reputation is in question right never have patients. Thus, in the product-service continuum’, services can be classified in three ways, under the range or degree of tangibility – highly tangible to highly intangible. They are:
Highly tangible services:
They have high degree of tangibility. This is mainly because the services are rendered over certain goods, e.g., car rentals. It is a service based entirely on cars. If a place had no cars, such a service would cease to exist. For the marketer, it is both a boon and a curse. As mentioned, car rentals exist only because cars exist. It’s easy for the service marketer to be persuasive and “tangibles” the offer. He only has to include the car in his communication; the service concept could be easily comprehended by the consumer. In addition, if the car has a good brand image and is looking spick and, the car rental basks in the reflected glory. If the car rental mentions in its advertisements about the type of cars in its pool, the consumers perceive the quality of the company accordingly. Alternatively, if the car breaks down during a rental service, the consumer will have a poor impression and image of the car rental company. He would not reason that it was the car that broke down and failed and that the car rental company should really not be blamed.
Examples of car rental companies in India are Dial-a-Cab, in Delhi, and -Wheels-Rent-A­-Car (WRAC) of the Bhoruka group, who also own Transport Corporation of India, the giant fleet trucking enterprise. Other car rental companies are Hertz-Rent-A-Car and Avis in the United States.

Service linked to tangible goods: Here the service is linked to goods, either independently, or as part of the marketer’s offer. If it is the latter, the service becomes a part of the total product concept. This takes place when Videocon, the home appliance company, includes repair as part of its marketing mix. Even if it is not included, home appliance repair is a service that is forever linked to goods. If there were no home appliances in the world, such services would be non-existent. A whole range of services exists in the housing sector – especially post-construction like repair and maintenance.
 
Highly intangible services: In this classification under the continuum model, service is highly intangible. The services cannot be touched, felt or seen, e.g., counselling, consultancy, psychotherapy, physiotherapy, a guest lecture, etc.

Advertisement
The following two tabs change content below.
We, at BMS.co.in, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]
2,630 Comments
  1. Freessunuby 2 months ago

    cbd medic [Link deleted] – cbd hemp best cbd oil buy cbd oil cbd hemp cbd gummies

  2. SeDPallemelold 2 months ago

    cbd pills [Link deleted] – cbd oil online hemp oil hemp cbd oil cdb oils

  3. payofBulaemeply 2 months ago

    medterra cbd cbd oil buy cbd

  4. boyboalsishamb 2 months ago

    online casinos [Link deleted] play slots free slots games play casino

  5. SeDPallemelold 2 months ago

    cbd [Link deleted] cbd oil for pain cannabis oil cbd pure

  6. verfuladure 2 months ago

    best online casinos [Link deleted] – best online casino play slots online casino game online casino bonus

  7. SeDPallemelold 2 months ago

    cbd pills [Link deleted] cbd capsules best cbd oil buy cbd oil cbd vape

  8. Diannistirty 2 months ago

    online gambling [Link deleted] – slots games free online casino slots big fish casino

  9. PattLetaCax 2 months ago

    world class casino slots free slots online casino games gold fish casino slots

  10. Freessunuby 2 months ago

    [Link deleted] cbd online cbd oil at walmart cbd cbd oil benefits

  11. SeDPallemelold 2 months ago

    best cbd oil [Link deleted] – medterra cbd cbd hemp cbd vape medterra cbd

  12. payofBulaemeply 2 months ago

    cbd oil for sale buy hemp oil cbd medic cbd oil at walmart

  13. SeDPallemelold 2 months ago

    cbd oil benefits cbd oil at walmart cbd hemp

  14. SeDPallemelold 2 months ago

    cbd for dogs cbd gummies cbd oil at walmart

  15. verfuladure 2 months ago

    online casino slots online casino play casino

  16. Diannistirty 2 months ago

    online casino gambling [Link deleted] free casino games online online casino bonus no deposit casino

  17. PattLetaCax 2 months ago

    free slots online casino online casino

  18. Freessunuby 2 months ago

    cbd cbd oil at walmart cbd gummies

  19. boyboalsishamb 2 months ago

    free casino slot games [Link deleted] – free casino slot games casino slots free slots

  20. payofBulaemeply 2 months ago

    [Link deleted] cbd tinctures [Link deleted] – cbd tinctures cbd oil store

  21. SeDPallemelold 2 months ago

    cbd vape [Link deleted] – cbd cbd oil store cbd gummies walmart cbd cream

  22. SeDPallemelold 2 months ago

    cbd capsules [Link deleted] – hemp oil for pain cbd pure hemp oil for pain

  23. verfuladure 2 months ago

    casino blackjack [Link deleted] slots games casino blackjack casino real money

  24. Diannistirty 2 months ago

    [Link deleted] vegas slots online vegas slots online real casino slots slots games

  25. PattLetaCax 2 months ago

    [Link deleted] play casino casino bonus codes cashman casino slots online casinos

  26. boyboalsishamb 2 months ago

    [Link deleted] online gambling free casino slot games online casinos free casino

  27. Freessunuby 2 months ago

    [Link deleted] cbd drops buy cbd cbd gummies walmart cbd pure

  28. SeDPallemelold 2 months ago

    cbd cream best cbd oil buy cbd oil cbd vape cbd gummies

  29. payofBulaemeply 2 months ago

    cbd vape cbd gummies cbd products

  30. SeDPallemelold 2 months ago

    buy cbd [Link deleted] – hemp cbd buy cbd cbd store cbd pure

  31. SeDPallemelold 2 months ago

    cbd drops [Link deleted] – best cbd oil buy cbd oil cbd drops hemp cbd oil cbd oil for dogs

  32. verfuladure 2 months ago

    cashman casino slots [Link deleted] – casino slots cashman casino slots free casino games online

  33. Diannistirty 2 months ago

    slot games casino online slots best online casinos free casino games

  34. breenseasymn 2 months ago

    online casino gambling [Link deleted] – free casino slot games play slots online free casino

  35. PattLetaCax 2 months ago

    [Link deleted] play online casino best online casinos casino bonus codes online casinos

  36. SeDPallemelold 2 months ago

    [Link deleted] cbd oil store cbd cream cbd pure cbd tinctures

  37. payofBulaemeply 2 months ago

    cbd cream [Link deleted] – cbd online cbd products cbd for sale cbd gummies

  38. SeDPallemelold 2 months ago

    cbd oil online [Link deleted] – cbd hemp cdb oils cbd hemp

  39. SeDPallemelold 2 months ago

    cbd near me cbd oil for sale cannabis oil cannabis oil [Link deleted] – buy cbd oil online

  40. verfuladure 2 months ago

    real money casino casino game casino game

  41. Diannistirty 2 months ago

    free casino games free slots games online casino bonus slots games free [Link deleted] – online gambling

  42. PattLetaCax 2 months ago

    casino slots [Link deleted] casino blackjack casino slots free casino

  43. breenseasymn 2 months ago

    slots games free play casino free casino games online

  44. Freessunuby 2 months ago

    hemp cbd [Link deleted] – cbd medic best cbd oil buy cbd oil cbd oil at walmart

  45. SeDPallemelold 2 months ago

    hemp oil for pain hemp oil for pain cbd vape cbd for dogs [Link deleted] – cbd cream

  46. payofBulaemeply 2 months ago

    hemp oil [Link deleted] cbd store cbd medic buy cbd oil

  47. SeDPallemelold 2 months ago

    cdb oils [Link deleted] cbd cbd for dogs cbd oil benefits

  48. SeDPallemelold 2 months ago

    cbd oil online [Link deleted] cbd pills cbd cbd store

  49. verfuladure 2 months ago

    slot games [Link deleted] casino games casino bonus codes best online casinos

  50. Diannistirty 2 months ago

    online casino games play casino casino online slots casino blackjack [Link deleted] – play online casino

Leave a reply

Your email address will not be published. Required fields are marked *

*

*

BMS.co.in is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp
or

Log in with your credentials

or    

Forgot your details?

or

Create Account