To explore the "tangibility spectrum" and its implications for the marketing mix: 1. Review the range of offerings listed below, and position each in the context of the "continuum" provided. 2. Then, for each solution offered: a) Identify the factor(s)/attribute(s) that are likely pivotal to customers' perceptions of quality and satisfaction; b) Suggest when a customer would most likely: i) recognize the importance of these factors; and, ii) evaluate how the solution performed. [Would such assessment occur before purchase? After purchase or during consumption? Is it possible that in some cases a customer would lack the knowledge or expertise to properly or accurately recognize and evaluate the most valuable/critical attributes?] c) Consider and discuss whether the elements of the traditional marketing mix encompass/sufficiently address the range of factors or attributes you've identified as pivotal to customers' perceptions of quality and satisfaction... If not, what's "lacking"? Is use of one or more of the additional tools of the expanded marketing mix required to improve value? Offerings 1. An extended warranty plan for a household appliance 2. Accounting services 3. Carryout meal 4. House painting 5. Car repairs 6. A supermarket 7. A laptop with software installed 8. Pre-assembled bedroom suite 9. Unassembled dining room suite 10. A manicure 11. A canned beverage Pure Good ("tangible-dominant") About 50/50 Pure Service ("intangible-dominant")