What are the unique characteristics of service marketing?
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Service marketing tends to be different from marketing of manufactured goods. In order to develop effective service marketing strategies, it is imperative that marketers understand these differences. In this solutions you will learn about the unique characteristics of service marketing, which guide marketers in developing service marketing programs
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Solution Summary
The nature of service marketing is quite different compared to marketing of manufactured goods. While formulating service marketing strategies, marketers have to take into consideration some of the unique characteristics of services and their impact on service marketing programs.
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Unique Characteristics of Service Marketing
The nature of service marketing is quite different compared to marketing of manufactured goods. While formulating service marketing strategies, marketers have to take into consideration some of the unique characteristics of services and their impact on service marketing programs. Marketing principles and practices that have been developed in manufacturing Companies are not directly transferable to service organizations (Lovelock & Wright, 2002). The marketing management tasks in the service sector tend to differ significantly from those in the manufacturing industries in so many ways. Let's look at some of the key characteristics of services.
Intangibility: Customers of services do not own or use a physical object, it is only an experience that they go through while buying or using a service. Although physical objects may be used to deliver services, such as, an airline seat or a meal in a restaurant, but the core benefit comes through service performance and customer experience. As a result of this characteristic there is no ...
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