Jeffrey Jones This is an abridged version of this book, and I think it is fine in that it hits the highlights of the book, and really gives a concise view of what it is Beckwith is trying to say in his book. Essentially the message is this: How do you create a successful marketing plan for something that you can't actually illustrate with a finished product?
Search goodExperience goodand Credence good There are many ways to classify services. One classification considers who or what is being processed and identifies three classes of services: The classification scheme is based on the ease or difficulty of consumer evaluation activities and identifies three broad classes of goods.
Consumers rely on prior experience, direct product inspection and other information search activities to locate information that assists in the evaluation process.
Most products fall into the search goods category e. Many personal services fall into this category e. Evaluation difficulties may arise because the consumer lacks the requisite knowledge or technical expertise to make a realistic evaluation or, alternatively because the cost of information-acquisition is prohibitive or outweighs the value of the information available.
Many professional services fall into this category e. These goods are called credence products because the consumer's quality evaluations depend entirely on the trust given to the product manufacturer or service provider. Empirical studies have shown that consumers' perceived risk increases along the search-experience-credence continuum.
Risk perception and risk reduction in service purchase decisions[ edit ] See also: Consumer behaviour Consumers are often nervous about air travel. Although the risk of a negative outcome is low, the severity of consequences is high in the event of a service failure.
Perceived risk is associated with all purchasing decisions, both products and services alike.
In terms of risk perception, marketers and economists argue that perceived purchase risk is higher for experience goods and credence goods with implications for consumer evaluation processes.
Any activity that a consumer undertakes in an effort to reduce perceived risk is known as a risk reduction activity. Risk perception has been defined as "a perception or feeling "based on consumer's judgments of the likelihood of negative outcomes uncertainty and the degree of importance of these outcomes to the individual [consequences]".
Most of us know that the probability of being involved in an airline disaster is low low uncertainty.
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Statistically, you are much more likely to be involved in a vehicular accident that an aircraft disaster. While the likelihood of personal harm arising from air travel is indeed very low, the consequences or an airline disaster however are very serious indeed high consequence.
Whereas, car travellers who have been involved in a traffic accident often walk away with minor injuries, the same cannot be said for airline travellers. It is the severity of the consequence rather than the uncertainty that plays into airline passengers' fears.
Consumers are constantly weighing up uncertainty and consequences to reach subjective evaluations of the overall risk attached to various purchase decisions.Services marketing is the subject of this masterwork, and while subtitles for other books can be misleading at times, "Selling the Invisible" is truly a field guide to modern marketing - in the words of Beckwith a "how-to-think-about book", not necessarily a "how-to" book, "because if you think like these new marketers - if you think more.
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SELLING THE INVISIBLE is a succinct and often entertaining look at the unique /5(). Selling the Invisible: A Field Guide to Modern Marketing Available in: Paperback, Compact Disc, Hardcover SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into.
Selling The Invisible: A Field Guide to Modern Marketing – Harry Beckwith SELLING THE INVISIBLE is a succinct and sometimes entertaining look at the distinctive traits of services and their prospects, and the way any service, from a multinational brokerage to a home-based consultancy, can turn more prospects into clients and keep them.
Rated /5: Buy Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith. In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships.
SELLING THE INVISIBLE covers service marketing from start to finish.