Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability. a.

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Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability.
a. How does each of these characteristics potentially impact the development and execution of marketing plans?
b. What might a manager do to mitigate any negative consequences of each characteristic on the delivery of his or her firm’s service?
c. Come up with an example of a service encounter you have had as a customer (either in the B2C or B2B space) in which each of these characteristics came into play in how the service was delivered.
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Marketing Management

ISBN: 978-0078028861

2nd edition

Authors: Greg Marshall, Mark Johnston

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