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Victoria Haynes SN 02002158 Services marketing is difficult to define. Grove & Fisk (1983, 1992) produced work based upon the metaphor of services as theatre. How appropriate do you feel this metaphor is in defining services and how may it help or hinder the services marketer? "A service is an act or performance offered by one party "A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in the ownership of any of the factors of production" (Gronroos, 2000 ) It can be difficult to define just what is meant by a service because most products we buy contain a mixture of both goods and service elements. A meal in a restaurant contains a combination of goods elements (the food) and service elements (the manner in which the food is served)....

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