Question

The American Marketing Association defines services as - “Activities, benefits and
satisfactions which are offered for sale or are provided in connection with the sale of goods.”
It is the action of doing something for someone or something largely intangible tends to be an
experience that is consumed at the point where it is purchased and cannot be owned. A person
could go to a bank one day and have excellent service, and then return the next day and have a
poor experience. This part discusses the special issues concerning the marketing of services.
Explain the Four unique characteristics of services and give Four strategies to overcome each
characteristic.

Answer 1

let s look at the four main characteristics of service industry.

intangibility-products are tangible and services are intangible in nature. intangibility of service is derived from the fact that you cannot touch or see a service. but y0ouy can do both on a product.some of the example will be doctor consulting, coaching class, marketing.if you look at the characteristics of the above-mentioned service they have one thing in common they all are intangible .

inseparability-personal service cannot be separated from the individual and some personalized services are created and consumed simultaneously.example will be haircut is not possible without the presence of the individual. A doctor can only treat when his patient is present.

perishability-perishability represents to describe the way in which service capacity cannot be stored for sale in the future.services are highly perishable and time element has great significance in service marketing.

variability-one of the four characteristics of service.it represents that services may vary in standard or quality from one provider to the next. if you analyze goods the company can provide equal products to the consumer but in the case of organizations, not possible.

strategies to overcome this characteristic challenge.

intangibility-they are different ways to overcome this challenge the organization can use testimonials and reviwea.try to provide valuable information to the client through the website, social media pages .this will help the customer to get an understanding about the business.

inseparability-customers are king. and the organization must focus on giving value to the customer. A good customer management team will help the management to overcome this challenge.this can be done through a team or individual by giving good level of customer satisfaction.

perishability-this can be overcome by managing the internal control of the business properly and generating productivity. the organization can use different sales strategies, discounts , loyalty, an, an etc

variability-frequent audit of the work and a basic service checklist will do the work here. the organization must focus on giving proper training to the employees .efficiency and effectiveness is important to overcome this challenge