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Seminar

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Characteristics of Services - Services are unique compared to the physical product. This uniqueness calls for specialized marketing activities when marketing services. This means it is easier to market tangible product or physical product as compared to services. - Due to increased emphasis on the service sector in the buss industry services. Marketers must analyze the specific characteristics of each service differently and design specific strategies for each.

There are 5 characteristics that make a service unique.
1. Intangibility i.e. Services cannot be seen tasted heard or touched. This therefore makes a service look like something imaginable. The intangibility nature can cause lack of confidence on the part of the customer to measure the service value and quality before they consume it. Some services cannot be tried before use as it is the case in physical products. To overcome this, consumers tend to look for evidence based on the physical equipment and structures used by the service provider. This makes the outlook of the service outlet becomes a good marketing tool for the service provider. From the above discussions it can be concluded that customers buy a product based on what they can use this is why many service companies emphasis on branding which acts as the packaging for the service e.g. colour, logos, choice of location, choice of design equipment e.t.c.

2. Inseparability services are produced and consumed at the same time unlike physical products which may be produced and stored for later use. This means for the service to be produced the service provider must be there and also, the customer must be there. The service provider and the customer therefore becomes part of the service. E.g. the waitress must be there for the customer to enjoy hotel services. In some services, the client or the customer becomes an

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