Services Marketing (9) What makes it different from marketing products? MAR 331.

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Presentation transcript:

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) 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

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