tailieunhanh - Differentiating goods and services retailing using form and possession utilities

Another major role of marketing relates to change in ownership. Agricultural goods, like most other goods, have value only in terms of their usefulness -- utility -- to consumers. The pricing and exchange functions associated with possession are the heart of marketing. Pricing is the determination of market values in terms of money. Buyers and sellers at a given time agree on a common evaluation. Prices may vary from day to day or hour to hour, depending on demand and supply. But, in time, prices of different commodities seek different levels in accordance with. | Journal of Business Research 57 2004 249-255 Journal of Business Research Differentiating goods and services retailing using form and possession utilities Robert D. Winsora Jagdish N. Shethb Chris Manolisc aCollege of Business Administration Loyola Marymount University 7900 Loyola Blvd. Los Angeles CA 90045 USA Goizueta Business School Emory University 1300 Clifton Road Atlanta GA 30322 USA cWilliams College of Business Xavier University 3800 Victory Parkway Cincinnati OH 45207 USA Abstract This paper presents an overview and critique of the traditional distinction between retail goods and services. Of particular concern is the use of the intangibility criterion as a basis for categorizing and conceptualizing retail and service businesses. The goods-services continuum provides little clarification as to the issues of retail classification or strategy development. In place of this continuum the paper presents a schema based upon the utilities provided to consumers by retail businesses. This retail utility schema functions as a guide for theory and strategy formulation in retail and service businesses. 2002 Elsevier Science Inc. All rights reserved. Keywords Customization Economic utilities Form utility Retail form Retail classification Possession utility Services Tangibility 1. Introduction Despite the considerable evolution of marketing thought and theory the distinction between physical goods and nonphysical services remains somewhat underdeveloped. Marketing thought generally acknowledges that goods and services are far from being completely independent or distinct entities and notes the applicability of basic marketing concepts and techniques to all forms of products including goods services and ideas . At the same time traditional typological frameworks distinguish between goods and services by contrasting the basic properties characteristics and functions of each Uhl and Upah 1983 . In fact many areas of marketing are heavily influenced by a goods versus .

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