Using external sources/research, define each Moment of Truth (FMOT, SMOT, TMOT and ZMOT), and include what occurs in each MOT. Next, describe how and when experienced each type of MOT, and then reflect and share what have learned about marketing from MOT experience. Include a discussion about how, as a marketer, can use this experience to make a meaningful MOT for customer.

How does intangibility, inseparability, variability, and perishability impact the development and execution of marketing plans? Cite specific examples from personal or professional experience. Explain observations in detail.