and orientation. Рponent РThe third potential antecedent relates to whether pany's product is a service or a physical good. Marketers generally perceive a continuum with pure services at one end (such as a carton of cereal) and pure services (such as financial services) at the other. Many products fall somewhere in between. For example, a restaurant provides the physical good of the food services as well as the service product that involves seating guests, serving food, and clearing the table. In order to provide plete information to marketing managers, it mon for marketing studies to examine whether differences between physical goods and services are significant. РP3: The extent to which pany provides services over physical goods has a negative effect on pany's level of brand orientation.
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