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Assignment 4: Bringing It Altogether

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Submitted By xxkarlitaxx
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Bringing It Altogether

Karla Alvarez

Professor Becky Gilliland
HSA 505 – Health Services Strategic Marketing
March 17, 2013

Bringing It Altogether

Marketing healthcare services and products presents unique challenges compared to other consumer goods and services, because it deals with health behaviors as opposed to just purchasing behaviors (Johnson, n.d.). Products are physical and tangible. They can be divided into non-durable goods and durable goods. A nondurable good is an item that can be consumed in some defined period of time. A durable good is a product that lasts over an extended period of time (Berkowitz, 2011). Products can also be classified by whom and for what the consumers of these products are purchased. Those products that are purchased by the final consumer are known as consumer goods, while those purchased for use in the manufacture of other products are referred as industrial products (Berkowitz, 2011). Furthermore, consumer goods can be classified by the amount of effort and manner of search the consumer uses in purchasing the product. Those that require little deliberation or search are known as convenience goods. Shopping goods are products in which the consumer takes the time to compare attributes, price, style and/or features. And specialty items are those that the consumer specifically seeks out (Berkowitz, 2011). Services, on the other hand, are intangible. Services are inconsistent, they cannot be owned or stored and they lack durability. Differences between tangible goods and services are based on five components: intangibility, inconsistency, inseparability, inventory, and interaction with customers. A service cannot be seen, felt, tasted, smelled, or heard prior purchase. Inconsistency refers to the variation in both the quality and the composition of service from one occasion to another.

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