![]() Inventory management is a challenge faced by any business selling a product, but the challenge is particularly acute for businesses dealing in products that expire or quickly lose value over time. & Reynolds, P.East, Nordics and Other Regions (opens in new tab) The article publication date: 01 August 2017 It is noteworthy that the quality of a service may vary from one provider to another and depends on who provides it, when it is provided, and how it is provided. Food served may be identical however, the service of a waiter consecutively to two customers may not be the same. For example, think about customer service at a restaurant. Each service offering is unique and service providers may not be able to repeat it exactly the same time and again. It refers to heterogeneity (the quality or state of being diverse in character or content). They can achieve this by a thorough analysis of supply and demand and by using effective marketing techniques. To continue with the example of airlines, marketers need to ensure as less spare seats as possible in each flight. Parishability is a big challenge for marketers. Likewise, if you are not satisfied with the services of a barber, you can’t return the service of the haircut that was rendered to you. ![]() For example, airlines cannot transfer spare seats to their next flights. ![]() If you don’t use a service today, it is lost forever. Services have a high degree of perishability. It is another important feature of a service. Delivery of the haircut by a barber and consumption of it by you occurs simultaneously. How about using a taxi service without a taxi driver? Likewise, when you go to a barber shop for a haircut, you experience the same inseparability. It means that services are generated and consumed within the same time frame. You cannot separate a service from its provider. It may also be necessary for marketers to attach some tangible features to their intangible offerings. How will they convince customers to buy something that the latter cannot see, touch or taste? Banks and credit card companies often promote the sale of credit cards to customers by emphasizing the conveniences and advantages of possessing a credit card. However, this intangibility presents a big challenge for marketers. ![]() This is one of the fundamental characteristics of a service which differentiates it from a product. You cannot experience and consume services until you purchase them. Products are visible and have physical aspects, whereas services are intangible. This discussion that follows focuses on these key characteristics of a service. intangibility, inseparability, perishability, and variability. Services have four key characteristics i.e. So, the topic of service marketing has its own merits and needs detailed discussions. Many countries around the world have seen an increase in growth, share, and importance of service industries in their economies. ![]() Today’s world economy is increasingly characterised as a service economy. You experience services here and there, don’t you? You may already know that a service is intangible – something you experience, but can’t touch, see, taste or hear. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |