COMMERCE 2MA3 Chapter Notes - Chapter 10: Shortage, Competitive Service
12 Feb 2020
School
Department
Course
Professor
Document Summary
The marketing of services differs from product marketing because of four fundamental differences unique to services: they are intangible, inseparable, variable, and perishable. As the title of this chapter implies, the most fundamental difference between products and services is that services are intangible; they cannot be touched, tasted, or seen like a pure product can. It makes it difficult to convey the benefits of services. Furthermore, a service is also difficult to promote because it can"t be shown directly to potential customers. Marketers must therefore creatively employ symbols and images to promote and sell services, because of the intangibility of services, the images marketers use reinforce the benefit or value that a service provides. Inseparable production and consumption services are produced and consumed at the same time that is, service and consumption are inseparable. Because service production can"t be separated from consumption, astute service marketers provide opportunities for their customers to get directly involved in the service.
