marketing services

Question 1

characteristics of a service

Answer 1

• intangibility
• inseparability
• perishability
• variability
• lack of ownership

Question 2

intangibility

Answer 2

(in corporeal - without body)

• cannot examine service before purchase
• hard to evaluate competing services
• high perceived risk
• difficult to price and promote

Question 3

inseparability

Answer 3

(production simultaneously with consumption)

• customers as co-producers and co-consumers
• flexibility in production / consumption

Question 4

perishability

Answer 4

(cannot be stored)

• customers may have to wait - managing capacity and demand
• queuing and booking systems
• technology enabled delivery

Question 5

variability

Answer 5

(each service is unique)

• often delivered by people
• hard to maintain consistency and quality

Question 6

lack of ownership

Answer 6

(nothing is transferred)

• walk away with experience
• hard to evaluate quality
• difficult to price and promote