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To design marketing strategies around services

To design marketing strategies around services - Services...

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To design marketing strategies around services, it is essential to understand characteristics of services . Services are intangible, thereby creating uncertainty in consumer about the end product. For example, if the customer is looking for a hair-cut and visits a salon, there is going to be a considerable amount of doubt about her final look. Challenge is building confidence in customer through people, price, environment and right equipment. Unlike physical goods which are manufactured and supplied to customer through the distribution channel, services are consumed at same time it is produced.
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Unformatted text preview: Services have element of inseparability and therefore, time allocated to customer is important. So if the customer has the service giver penchant than price could be increased or time allocated is reduced to take customers. As the services have the human element involved, there is variability, not all hair cut spets are patient in listening to what customer has to say. To overcome companies can implement stringent norms during hiring, push for standardization and constantly record customer satisfaction....
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