the range of manufacturing and service firms can be represented by a continuum as shown in exhibit 5-1. the pure service, shown at the left, involves no raw materials and no tangible item for the customer. there are few pure services. perhaps an example would be an internet cafe. in the middle of the continuum, and still very much a service is a beauty salon, which uses direct materials such as hair spray and styling gel. at the other end of the continuum is the manufactured product. examples include automobiles, cereals, cosmetics and drugs. even these, however,often have a service component. for example, a prescription drug must be prescribed by a physician and dispensed by a licensed pharmacist. automobile dealers stress the continuing service associated with their cars. and what about fast food . does taco bell provide a product or a service