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Characteristics of Service

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1. Discuss the various characteristics of services that make them unique from product. Briefly explain the implications of these characteristics in designing suitable Marketing Strategy for any two service offerings of your choice.
Service has a number of unique characteristics that make them so different from products. Some of the most commonly accepted characteristic are:
• Intangibility
• Inseparability
• Heterogeneity
• Perishable
• Ownership

In tangibility
When you buy a cake of soap, you can see , feel , touch ,smell and is to check its effectiveness in cleaning. But when you pay fees for a term in college, you are paying for the benefit of deriving knowledge and education which is delivered to you by teachers. In contrast to the soap where you can immediately check its benefits. Teaching is an intangible service. When you travel by aeroplane, the benefit, which you are deriving, is a service but it has some tangible aspects such as the particular plane in which you fly. In this case the service has both a tangible and intangible aspect as compared to teaching which has no tangible aspects at all. Figure 1 presents the tangible - intangible dominant aspect on a goods- service continuum. This continuum highlights the fact that most services are in reality a combination of product and service having both tangible and in tangible aspects. There are only a few truly pure tangible products or pure intangible services.

"Breaking Free from Product Marketing" Journal of Marketing

The distinguishing feature of a service is that its intangible aspect is dominant.
J. Bateson has described the intangible characteristic of services, which make them distinct from products. These intangible features are:
• A service cannot be touched
• Precise standardization is not possible
• There is no ownership transfer
• A service cannot be patented
• Production

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