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Essay / Research Paper Abstract
This 4 page paper critically evaluates the roles of price, performance and expectations in determining satisfaction when purchasing services rather than tangible products. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsermark.rtf
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Unformatted sample text from the term paper:
in term of characteristics. However, many of the same consideration have to be allowed for when considering how to successfully market services and how the customer is likely to interpret
hat market. The roles of price, performance, and expectations all come together, Price is a unique aspect of the marketing mix, it is the only part of marketing mix
that creates revenue rather than creating costs. Therefore, it is a key element to any business wanting to remain in profit is to consider the price (Kotler, 2003). The
term price is often seen as the "The amount as of money or goods, asked for or given in exchange for something else" (Dictionary.com, 2005). This is usually associated with
the monetary amount that a consumer will pay for a product or service. The price therefore has to reflect value, as a purchaser will not pay a price that they
deem poor or bad value. Likewise, a price that us too low in monetary terms may also be off outing, with the consumer feeling that the value may have been
over estimated or that the deal is too good to be true. However, for services there are also other consideration, where a good is bought that is disappointing there is
only money wasted where there are services the price will be judge with reference to a greater number of variables (Kotler, 2003). For example, some service will also involve time
and effort on the part of the consumer, others may be closer to the heart with an emotional cost or benefit, such as baby sitting of child minding services. Other
costs may extend to more than the price, such as accounting services (Hooley et al 1998). The cost of a bad accountant may be a higher income tax bill, meaning
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