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SERVICE MARKETING Service Marketing Mobile Edition
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Introduction

Some businesses sell products, others sell services and the remainder sell products and services. This article examines the characteristics of a service and looks at how the marketing mix can be adapted to market a service.

Characteristics Of A Service

There are five characteristics to a service:

Service Marketing

  • Lack of ownership
  • Intangibility
  • Inseparability
  • Perishability
  • Heterogeneity

Each of these need to be taken into account when marketing a service.

Lack of Ownership

You can not own a service and you can not store a service like you can store a product. Services are used or hired for a period of time. For example when you buy an aeroplane ticket to fly to the USA, you are buying a service which will start at the beginning of the flight and finish at the end of the flight. You can not take the aeroplane flight home with you.

Intangibility

You cannot hold or touch a service unlike a product. This is becuase a service is something customers experience and experiences are not physical products.

Inseparability

Services cannot be separated from service providers. A product can be taken away from the producer but a service can not be taken away as it involves the service provider or its representatives doing something for the customer. For example a company selling ironing services needs the company to iron the clothes for you.

Perishability

Services last a specific time and cannot be stored like a product for later use. For example an interior designer will design a property once. If you would like to redesign the house you will need to purchase the service again.

Heterogeneity

Firms have systems and procedures to ensure that they provide a consistent service but it is very difficult to make each service experience identical. For example two identical plane journeys may feel different to the passengers due to circumstances beyond the airline's control such as weather conditions or other passengers on the plane.

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