Tangibility spectrum • Intangibility is a key determinant of whether an offering is a service • Few products are purely intangible or totally tangible • Services tend to be more intangible than mfged products and mfgd products tend to be more tangible than services
Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fast-food Outlets Fast-food Outlets