Select three service organizations of your choice, pay a visit to their individual websites to identify the types of services being offered. Then, position them onto the Service and Intangibility Continuum according to their levels of intangibility; and evaluate their requirements for face-to-face Consumer-Producer Interaction during service delivery. Examples of useful websites are:

www.orange.co.uk
www.firstdirect.com
www.kpmg.com
www.themariott.com

Utilize Figure 10.3, Figure 10.4 and Figure 10.5 to complete this activity.

How this helps you to learn
This is essentially a simple exercise to get the learner to think about the nature/definition of various types of service and the implications it has on global/international marketing. Products which have a high intangibility and low consumer-producer interaction generally are easier to standardize and ‘export’ as they normally can be embedded in a tangible product e.g. CD, mobile devices etc.; vice versa.