The Goods/Services Continuum

Computer

diskette

Computer

software

Computer

Computer

program

Systems

design

Please note: The above continuum should be viewed left to right. Within each row,

a consistent pattern moves from pure good to pure service. When comparing different

rows, less consistency exists due to the diversity of examples shown.

Exercise

equipment

Off-the-

rack

furniture

Self-service

gasoline

In-home

rental of

equipment

Custom-

made

furniture

Full-service

gasoline

Use of

equipment

in hotel

Pure goods

Pure services

Health and

fitness

clubs

Cleaning

furniture

Driver ed.

(firm’s car)

Personal

trainer

Interior

decorator

Driver ed.

(consumer’s

car)

Reuphol-

stering

furniture

Trans-

mission

overhaul

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