Don Chan has recently joined Key Plan Services Ltd., a specialist consultancy company

providing technical advice and services in kitchen layout and design to food and beverage

(F & B) companies. Don's background was in consumer services marketing. The company

has employed him for this expertise and experience, believing that the kitchen equipment

industry is lacking in its knowledge and application of up-to-date marketing ideas and

techniques being used so successfully in other industries.

Marketing in the past in this company has been dominated by people with technical

backgrounds and an in-depth knowledge of specialized kitchen equipment, layout, and

installation services. The idea to introduce a marketing specialist to the company came from

the managing director of the company who recently attended a marketing seminar. The

seminar was on services marketing and although not exclusively concerned with technical

and consultancy services, the course had provided what the managing director felt were

useful insights into some of the additional considerations in marketing service products. The

managing director felt that some of the ideas from service industries could be applied to the

company and its markets.

(a) Explain the difference between a pure good and a pure service. Illustrate each with

an example.

(b) Discuss the THREE (3) additional considerations for marketing services besides the

traditional marketing mix. Apply this to Key Plan Services Ltd, illustrating with appropriate examples.