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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Marketing Intangible Products and Product Intangibles
內容大綱
Rather than distinguishing between the marketing of services or goods, it is more useful to identify companies according to whether they sell intangibles such as travel or tangibles such as automobiles. Companies that sell tangibles emphasize intangible benefits, including status and comfort, to enhance their products. Tangibilizing intangible products presents more difficulties because of their people-intensive production and delivery which increase the chances for personal discretion and error.