Transcript Services Marketing (9)

Services Marketing (9)
What makes it different from
marketing products?
MAR 331
Services Marketing (9)
• Service Marketing Characteristics affect
how marketing programs are created.
• Awareness of attributes and accompanying
modifications are necessary for plans to
suceed.
Characteristics of Services (9)
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Intangibility
perishability
inseparability
variability
client relationships
Intangibility (9)
• Hard to grasp, concept is abstract
• Dramatization often necessary for concept
• Hard to separate the service provider and
the service
Perishability (9)
• Services cannot be stored or held in
inventory.
• If not used when available, they “go to
waste”.
Inseparability (9)
• Outlet accessibility can limit the area
covered by the service.
• Image is important: Image affects the
perception of the service.
Variability (9)
• Service quality tends to vary considerably.
• Haircut from your hair dresser vs. “Big Mac”
Client Relationships (9)
• Relationships between service
organizations and customers are often
close
• Potential for loyalty longterm