BMK 201 Lecture Notes - Lecture 16: Tunxis Community College, Intangibility, Services Marketing
6 Jan 2021
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Document Summary
Describe how to develop and manage an effective marketing. Each of these characteristics has important consequences for the development of the marketing strategy for service products. They suggest that the marketing of services may be fundamentally different from, and perhaps more complex than, the marketing of tangible goods. Intangibility: the characteristic of lacking physical form. Because a pure service is an activity and not an object, it cannot be easily perceived by the five physical senses. Most products contain elements of both goods and services and therefore products are better described as sitting on a continuum with purely tangible goods at one end and purely intangible services at the other. This tangible evidence will serve as both a promise and a reminder of the otherwise intangible service: reduce the level of risk perceived by customers through such techniques as service guarantees, testimonials and positive word-of-mouth.
