Service Marketing

Question 1

4 service characteristics

Answer 1

Intangibility
Inseparability
Perishability
Variability (kotler)

Question 2

Intangibility

Answer 2

Cannot be sensed before purchase
Lack of trial means higher risk
Consumers rely on cues to draw quality references
Marketers must try to tangibilize and intangible
E.g insurance

Question 3

Inseparability

Answer 3

Services are produced and consumed at the same time
You need both parties for the service to work
E.g lectures

Question 4

Perishability

Answer 4

Services cannot be stored
Once it’s done, it’s gone
E.g a plane flight

Question 5

Variability

Answer 5

Quality control is crucial
Hiring the right people
Standardising service - same questions, same service
Monitoring satisfaction - mystery shops

Question 6

3 extra p’s - internal

Answer 6

People - the employees in the mix, they need to be designed into the service.
Physical evidence - the consumer often goes to the provider and is present when the service takes place. Based on the environment and the place of the transaction
Process - strives for consistence and high standards and quality.

Question 7

What is service?

Answer 7

An intangible product involving a deed, performance or effort that cannot be physically possessed.