List and briefly explain the four distinctive characteristics of services
What will be an ideal response?
The four distinctive service characteristics that greatly affect the design of marketing programs are:
a. Intangibility: Services cannot be seen, tasted, felt, heard, or smelled before they are bought. To reduce uncertainty, buyers will look for evidence of quality by drawing inferences from the
place, people, equipment, communication material, symbols, and price.
b. Inseparability: Services are typically produced and consumed simultaneously. Both the provider and the client are a part of the service.
c. Variability: Because services depend on who provides them and when and where, and to whom, services are highly variable. Service buyers are aware of this variability and often talk to others before selecting a service provider.
d. Perishability: Services cannot be stored, so their perishability can be a problem when demand fluctuates. That is why public transportation companies must own much more equipment because of rush-hour demand than if demand were even throughout the day.
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An inner city neighborhood is well integrated with civic groups working well to maintain social harmony. However, mounting problems with schools and with increasing crime have caused several white families to move out. In which of the following statements is Broker Brown in violation of the law: 1. He is actively soliciting listings in the area with the slogan, "sell now, save equity"; 2. He is offering lower commission rates to whites who patronize his business:
A: 1 only; B: 2 only; C: Both; D: Neither.
Six Sigma is not a substitute for continuous improvement
a. True b. False Indicate whether the statement is true or false