Questions and Answers
What are the components of the expanded marketing mix used by service marketers?
Product, price, place, promotion, people, physical evidence, process
When did services marketing emerge as a separate field of study?
Early 1980s
What are examples of services typically referred to in services marketing?
Telecommunications, financial services, hospitality, health care
Which approach argues that the demarcation between products and services was artificial?
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What does the contemporary approach, service-dominant logic, argue about the demarcation between products and services?
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What are the components of the expanded marketing mix used by service marketers?
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What does B2B stand for in the context of services marketing?
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What was the main reason for the emergence of services marketing as a separate field of study in the early 1980s?
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What types of services are typically included in services marketing?
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What does B2C stand for in the context of services marketing?
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