Industry/Product Tangible Rationale

or
Intangible?

salt Tangible The consumer is simply a physical product without

any expectation of additional service

automobile Mixed The consumer is primarily receiving tangible

product, however the manufacturer may package
the offering with some intangible elements, such
as: finance, free servicing and a warranty period

Soft-drink Tangible The consumer is simply a physical product without

any expectation of additional service

Detergent Tangible The consumer is simply a physical product without

any expectation of additional service

cosmetics Tangible The consumer is simply a physical product without

any expectation of additional service

Fast food Mixed Most textbooks will describe a fast food (or quick
serve) outlet as having a balanced mix of tangible
and intangible elements. The various menu items
are clearly tangible and the intangible elements
are the use of the facilities (that is, seating, rest
rooms, and playground) as well as the actual
customer service provided

clinic Intangible Hospitals have a variety of valuable intangible

assets, including staff, medical equipment,
 infrastructure, software for electronic health
records, office systems, and service manuals
provided to patients.

Airline Intangible Airlines primarily deliver intangible benefits –

essentially the physical movement of people,
luggage and goods. They have some tangible
offerings as well, usually food and beverages
served on the flight

Bank Intangible Financial institutions (including banks and credit

unions) may differ in the type and number of
services they provide to customers but many of
their “core” services are the same. The services
most often provided include a variety of checking
accounts, saving accounts, certificates of deposit,
and loans, including car loans and home
mortgages. Additional services may include safe
deposit boxes and investment-related services

Hotel Intangible Hotels and associated hospitality providers are

highly intangible in their offerings. Consumers
have use of a room, the hotel’s facilities and
possible entertainment. Like the food businesses
above, they will also tangible meal solutions

school Intangible At the top end of the continuum are industries

such as education, professional service firms,
banking and insurance. They can be considered
“pure” service firms as they do not tend to offer
anything tangible elements (other than a book or
a report, for example, from a consulting firm
 Hampir semua industri mempunyai produk yang menggabungkan unsur ketara dan tidak ketara,
 Sesetengah syarikat/industri cenderung untuk memasukkan lebih banyak komponen tidak ketara
(iaitu perkhidmatan) dalam keseluruhan produk mereka,
 Apabila melihat kepada pemasaran perkhidmatan pada jenis syarikat/industri di sebelah kanan graf
(dalam contoh ini: pendidikan, perundingan, hospitaliti - sudah tentu, perbankan dan insurans,
perkhidmatan perubatan juga akan muncul. ) ,
 Nota: Syarikat di hujung kanan kadangkala dirujuk sebagai penyedia perkhidmatan "tulen", dan
 Terdapat perbezaan antara menjadi penyedia perkhidmatan dan syarikat yang menjual produk
ketara/nyata yang dibungkus dengan perkhidmatan pelanggan.
 Disebelah kiri terdapat dan syarikat yang menjual produk ketara/nyata dan sesetengah produk
tersebut disekalikan dengan perkhidmatan.