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chapter 11 - Department of Marketing Decision Sciences Part...

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Department of Marketing & Decision Sciences Part 3 – Product Services Marketing
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Department of Marketing & Decision Sciences Characteristics of Services Characteristics of Services There are four characteristics - Intangibility, - Inseparability, - Heterogeneity and - Perishability driving the differences between goods and services marketing
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Department of Marketing & Decision Sciences Characteristics of Services Characteristics of Services Intangibility - Because services do not exist until they are consumed, it is impossible for prospective customers to sample - feel, see, hear, taste, or smell - the specific service they are buying before they buy it - Four strategies that may be used to suggest service benefits and reduce the effect of intangibility are: - Visualization - Association - Physical representation - Documentation Websites are a valuable tool in reducing the intangibility of services (they make it possible for marketers to represent extensive information, use animation and sound, and answer a site visitor’s questions)
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Department of Marketing & Decision Sciences Characteristics of Services Characteristics of Services Inseparability - Services typically cannot be separated from the creator (the service provider) - Many services are created, dispensed, and consumed simultaneously -
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