1. What are intangibles? How do basic marketing concepts apply to the marketing of intangibles?
2. What is a service? What are the important characteristics of services that make them different from goods?
3. What is the service continuum? What are goods-dominated services, equipment- or facility-based services, and people-based services?
4. What are core and augmented services? How do mar¬keters increase market share with augmented services?
5. What are the social and physical elements of the service encounter?
6. What are search qualities, experience qualities, and cre-dence qualities?
7. What dimensions do consumers and business customers use to evaluate service quality? How do marketers measure service quality?
8. How should marketers respond to failures in service quality?
9. What is the so-called "new dominant logic for market¬ing"? Why is it especially relevant to someone just start¬ing a career in business (either in marketing or otherwise)?
10. What do we mean by marketing people? Marketing places? Marketing ideas?
Attachment:- Discussion questions.rar