Discuss the differences of conusumer behaviour of services and tangible goods
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Our ninja was in a massive fight last night. He has sustained some injuries and now needs to go to a doctor. His interest is not in buying a product but in getting the best medical services. A service is the result of applying human or mechanical efforts to people or objects. Examples of services included medical care, landscaping, child-care, counseling and salon treatments. The previous lectures have all discussed how to market both products and services. There are a few unique characteristics regarding marketing services compared to marketing a good.
Marketing Services
The ninja needs medical attention and is in search for a highly recommended doctor. The ninja's exam will be a service, and it can be categorized by being intangible, inseparable, heterogeneous and perishable. These four characteristics are important for marketers to understand before they create a marketing mix for a service.
Intangibility
The most basic difference between a good and a service is intangibility. This means that the service can't be heard, felt, touched, seen or tasted. This causes services to be very difficult to evaluate and also have good search qualities. Search Qualities are characteristics that are easily reviewed before a purchase occurs. This also makes it a challenge for marketers to communicate the benefits of the service. Many service oriented companies create a tangible representation to help their consumers understand what they are all about. For example, the doctor's office our ninja is considering for a checkup uses a photograph of vitamins to represent that their services will make you healthy. Another big difference is that product goods are produced, sold and then consumed, which is not at all how a service is delivered.
Marketing Services
The ninja needs medical attention and is in search for a highly recommended doctor. The ninja's exam will be a service, and it can be categorized by being intangible, inseparable, heterogeneous and perishable. These four characteristics are important for marketers to understand before they create a marketing mix for a service.
Intangibility
The most basic difference between a good and a service is intangibility. This means that the service can't be heard, felt, touched, seen or tasted. This causes services to be very difficult to evaluate and also have good search qualities. Search Qualities are characteristics that are easily reviewed before a purchase occurs. This also makes it a challenge for marketers to communicate the benefits of the service. Many service oriented companies create a tangible representation to help their consumers understand what they are all about. For example, the doctor's office our ninja is considering for a checkup uses a photograph of vitamins to represent that their services will make you healthy. Another big difference is that product goods are produced, sold and then consumed, which is not at all how a service is delivered.
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