Read the summary and the most important questions on The Four Service Marketing Myths

• 1 Introduction

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• How is the process of breaking free determined?

  1. Legitimizing the domain of services marketing through definition and through delineation of the four characteristic differences between services and goods (intangibility, inseparability, heterogeneity, perishability).
  2. Given these characteristic differences, which are often characterized as disadvantageous, normative strategies that marketing managers must employ when marketing services were identified. 

• What does this article question about the "breaking free"?

  1. Service marketing may not have actually broking free.
  2. Breaking service marketing free may not be a desirable goal.

• What do the authors argue about the "breaking free"?

  Instead of service marketing breaking free from goods marketing, it is all of marketing that needs to break free from the manufacturing-based model of exchange of output.

• Why do the authors argue that the characterizations are inaccurate and reflect a view of exchange that is driven by the manufacturer's perspective?

  Because from a marketing and consumer perspective, they characterize all exchange offerings and, from this perspective, the implications for marketers, both of what have traditionally been classified as goods and services, are not different.

• 2 Services and goods definitions

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• What do the authors argue about goods and service?

  That they are not mutually exclusive subsets of a common domain, that is, products.

• What are the common denominators of most service definitions?

  1. Activities
  2. Processes

• How do the authors define service?

  As the application of specialized competences (skills and knowledge), through deeds, processes, and performance for the benefit of another entity or the entity itself (self-service).

• Which approach of defining services residually has persisted?

  Services are still mostly seen as what tangible goods are not.

• 3 Services and goods characteristics: Myths, Perspectives, and Inversions

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• What are the most commonly employed characteristics how goods and services differ? 

  1. Instangibility
  2. Heterogeneity 
  3. Inseparability 
  4. Perishability 

• What is meant by inseparability of production and consumption?

  The simultaneous nature of service production and consumption compared with the sequential nature of production, purchase, and consumption that characterizes physical products. (Unlike goods, services are simultaneously produced and consumed)