How does the firm communicate quality and value to consumers when the offering is intangible and...

How does the firm communicate quality and value to consumers when the offering is intangible and cannot be readily tried or displayed ?

Expert Solution

Ways to communicate quality and values to consumers when the offering is intangible and cannot be readily tried or displayed are as follows:

• Developing benefit statements: Benefit statements should be defined as the target customer so that they get to know the value that the intangible offering can offer to them. The benefits cannot be tried or used for the trial or used for display. However, consumers should get profound knowledge and information regarding the benefits of using the intangible offering using proper consumer behavior and convincing skill to connect customers.

• Value differentiation: Consumers should be connected using both verbal and nonverbal; communication to make them convinced about the effectiveness of the intangible products in a different way. Customers are different. So, the approach or method for convincing should be changed. They should be convinced that the offering is completely different from the other market-based offerings. The benefits it provides are entirely different and are exclusively made for a few valuable customers.

• Written proof: Written proof regarding the intangible offering should be provided to customers in different languages. It must contain detail of the offering, its ingredients, benefits, risk factors, and risk assistance facilities. It can help the company convince the consumers about the quality and value of the intangible offering.

keosha answered 2 years ago

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