Question

2. Discuss 4 characteristics of services that distinguish them from products. Illustrate each with a marketing example. 3. What does relationship marketing in services involve. Illustrate with a marketing example. 4. What do we mean by internal marketing in services?

Answer 1

There are many factors that differentiate characterstic of services with products. But in the parameter of marketing there are 4 most important characterstic that differentiate services and product in term of marketing.

And these are

1. Intangible- services provided by various firms as consultant, professionals like Engineers, Architecture, health groups, educational groups etc are all intangible and these are customized services means that as per the requirement of person or individual services are provided and in case of products same products are delivered. so, this is one of the biggest characterstic difference between services and product.

2. Perishablility - Services are perishable in nature. except few items like food items etc many goods are not perishable in nature in contrast services are perishable as when we require services and we are not able to get that service during that period, then after that period of time that service will have no use for us. as the requirement of service in no more. and in comparison to products they can be stored for future

3. Variable in nature - services are variable in nature for instance we are taking archietural services from architecture of our office,the quality of services can be vary because of these factors like who is providing us services, how it is provided roject and hence it is variable in nature means that we can change it. and if we talked about product they are not variable as the specification mention on the product that will going to remain same whether we purchase it from other vendor.

4. seperability - A product is manufactured in one location, stored and packed in another location and will sell in any other location. so, these all phases of life of product are performed sperately. but in case of service services are provided in one place like hair cut and any service on any product.

Relationship Marketing- is basically customer relationship management in which we look for long term goals rather than short term goal like sale. in it we maintain customer loyality, we look after them for their queries and issues related to services. And in relationship marketing in services, we try to maintain customer loaylity toward our brand through providing full and detailed information and keep helping them in issues, ask them for give feedback on their service and any changes which organisation required to make in services provided by them.

Internal Marketing in services - in this we keep motivating different functions of our organisation to satisfy customer in all respect