Marketers must consider four special service characteristics when designing marketing programs. These includes intangibility, inseparability, variability and perishability.
- Intangibility refers to the fact that services are not physical products that can be seen or touched. They are experiences or actions, making it challenging for consumers to evaluate them before purchase.
- Inseparability highlights the idea that services are often produced and consumed simultaneously. Unlike tangible products which can be manufactured in advance and stored, services are typically delivered directly to the customer in real-time.
- Variability acknowledges that services can vary in quality and consistency due to the human element involved. Every interaction with a service provider may differ leading to fluctuations in customer experiences.
- Perishability points out that services cannot be stored or saved for future use. Once the opportunity to provide a service is gone, it cannot be recovered.
Therefore, these special service characteristics marketers must be considered when designing marketing programs. The Option A.
Full question:
What are the four special service characteristics marketers must consider when designing marketing programs?
A) Intangibility, inseparability, variability, and perishability
B) Intangibility, inseparability, variability, and substitutability
C) Tangibility, substitutability, variability, and conformity
D) Intangibility, inseparability, conformity, and perishability
E) Tangibility, inseparability, variability, and perishability