services often accompany products, butproducts are also an increasingly important partof our international economy in theirown right.v the customer is more or less passive in thebuying and consuming process.v Offerings cannot be represented accurately bypoints on either end of a tangibility continuum.Rather, offerings are complex mixes of concreteobjects, rendered services and customerparticipation.v Customers do not seek products; they seeksatisfaction. Products thus represent vehiclesfor service, because they enable customers topursue their individualized satisfaction.