12-20. Creative Homework/Short Project Because of increased competition in its community, you have been hired as a marketing consultant by a local high-end hair salon.

You know that the salon’s quality is judged by both the service provided (cuts, colors) and the goods sold

(shampoos, hair gel, etc.). The characteristics of services

(intangibility, perishability, variability, and inseparability)

create unique marketing challenges; however, these challenges can be met with creative marketing strategies. Outline the challenges for marketing the salon created by each of the four characteristics of services.

List your ideas for what might be done to meet each of these challenges.