10 Questions
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?
Service-dominant logic
What does the contemporary approach, service-dominant logic, argue about the demarcation between products and services?
It argues that the demarcation between products and services that persisted throughout the 20th century was artificial
What are the components of the expanded marketing mix used by service marketers?
Product, price, place, promotion, people, physical evidence, and process
What does B2B stand for in the context of services marketing?
Business-to-business
What was the main reason for the emergence of services marketing as a separate field of study in the early 1980s?
Recognition of the unique characteristics of services that required different strategies compared with the marketing of physical goods
What types of services are typically included in services marketing?
Telecommunications services, financial services, hospitality, tourism, leisure and entertainment services, car rental services, health care services, professional services, and trade services
What does B2C stand for in the context of services marketing?
Business to consumer
Test your knowledge of services marketing with this quiz! Explore the unique strategies and characteristics of marketing services, including B2C and B2B services. From the early 1980s to the present, this specialized branch of marketing has evolved – see how much you know about it!
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