14 CHAPTER 1 INTRODUCINGMARKETING
AD1.3 Hotdogsaregoodsproductsand,assuch,aremarketeddifferently.tostandardizebecausethey require human labor, andmayrequirethecustomertopartic-
ipateinthecreationoftheserviceproduct.
Goods products tend to bejust theoppositeintermsofthesecriteria.Consequently,
marketersofserviceproducts usuallyemploya marketingstrategyquitedifferentfromthat
ofgoods marketers.Forexample,a localfamilyphysician creates tangibilitybyoroviding
anenvironment.waitingroom. examinationrooms, diplomasonthewalls, thatconvinces
patients thattheyarereceivinggood health care. Conversely,coffeeproducers create iiltan-
gibilityinordertoappeardifferentfromcompetitors.~:-hisisdonethroughcolorfulpack-