Consider one of these purchases: health care, a car, a time share condo. What elements are tangible vs. intangible? How do the tangible vs. intangible components contribute to your satisfaction or dissatisfaction with the consumption? In addition, there are companies that have traditionally been known for their excellent intangibles, e.g. Xerox in copiers, IBM in computers, who now describe themselves as primarily service companies. Do you agree or disagree? What does it take for a company to declare itself as a service organization (e.g. a percentage of business, a certain strategy or mission)? What would it take for you to believe such a claim?