George, the owner of a coffee shop called "Beans & Brews," was perplexed as he struggled to understand the difference between service and physical marketing. In his confusion, he mistakenly believed that both concepts were essentially the same. As George was eager to attract more customers, he invested his efforts into physical marketing tactics such as distributing flyers and placing advertisements in newspapers. However, despite these traditional marketing endeavours, George soon realised that he was failing to communicate the unique service experience his coffee shop had to offer effectively

Assume George approached you and asked for clarity on what service marketing entails. Analyse the five (5) characteristics of service marketing and provide examples of each as they relate to the scenario