B�f��XD�DH���J@5��:̶Uv;%��b�Б Chapter 2 The nature of services marketing So far, much of what has been said could be equally applicable to either a product or a service. ����=�J� j��H|����S��̡ m$3���Z\��'S����2�WL"3�ck� e��Sؒ4�w�&I���K�J[�oY��9 dfh�7sy�q�� ��F�Ө��քYJAS�:�{������r�� `$c��h��h# k-���+���]�>ܻ�G"{�IK'�C�g���I���r� f�WCd&���y�����ȏ#'E��u������-c�ZZ��~������j. /Subtype /HF /Name (HeaderFooter) When buying a produc, the customer s able to see it, feel t, and test its performance before purchase. U�:&����d��R���3��>��L9��TpV¬�et�cֹ�����Q�H]�Q�zG���;�[](�4�vGB�7�7X0����>3��f7�#h(f7Z�O��i����l�E�1_URO��F[]z����U����^��"���=�Q�ۚ`d�L߀� �_�ز!wZ��lvF3N����{4�F�������C��FĜe�F���4ńSz�{b�hF�ޮg�a�6f ��^���/�O�!-;ѽ�}=��T��l��\O@�Y��\5b���-�j��F�3-3�[��R3>"�G��F� ����R-�M� W�aE�X�Xֵ�o��Υk�넃�_�p�'nyu���M~\�G�%����-[�IQ��Z�l�Y��?h��1�f��d�A��F,���w�X1@�(ӻ#��Ѡ�}QC����Rd�Wydz)R��q�_��h��n.��v�_�a��� �D�OH+���l_dsΎ�bKS*��y��lt�aQ�mb5�����#E�%ylQ?�q(͋}D��D�_;�3Gv���Lx��r ���z+�H'�i�@��f:Y��m��E��;)_Qm�OP9f)�^���M�ۿ/�r\F_0�3ԫ�F�߄�qnw��9�;"��(��I�w�I,��y��>^C�*��|OB��IG�\���w�K cv| �u�8���T�ƭ�=u��)��wQ�sU������4���Qk�Y��ٻ��e��b�f?+9%��up��W��m�NΧC칹����m�~��*;�/G� �$�J%Uhp���jY�ϔ�B�"u@��3qԆE���P3^��r�LC������ˤ9D�Z��e��7�:;e�\��%m���U8�c��Ǖ ��,���:]��=6�6�M�ޥ�m%�.J���sXS�������[!O��� ����B�yY�B�rJH��n!]Bڅ��r��V! << << �M�Aw��H�}ۜr�[ >> The universality of these characteristics has been increasingly challenged over recent years.1–3 As we comment on shortly, ... Take O’Reilly online learning with you and learn anywhere, anytime on your phone and tablet. 11 The Intangibility of Services (I) It refers to the total lack or perception of a service’s characteristics before and (often) after it is performed The term was first used in 1963 (Regan) It is the most radical characteristic of services, where from the others emanate Marketing implications Great marketing skills in tangibilising intangible offerings, i.e., in /PageElement Sync all your devices and never lose your place. The four most commonly ascribed to services are: Intangibility – services are to a large extent abstract and intangible. /Type /OCG >> >> %p���ӁZ���2m��XL�̅c!5����a�����2%B@d�f$�$u%��;? Differentiating services from goods Goods Search goods Experienced goods Only after buying or Prior purchase/use after consumption Tangible Intangible 3. /CreatorInfo O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers. /Usage However, the nature of a particular service business may dictate a need to place much greater emphasis on certain marketing elements, which in turn could lead to different marketing approaches. << 10 0 obj /Length1 11372 It is frequently argued that services have unique characteristics that differentiate them from goods or manufactured products. << Also, you can not judge the quality of the ser… /Type /OCMD 6 0 obj /Length 6590 ��]�{��x ��yp�/�S�9�0� ��l�h:/�!/ yQ��Q�؅HB(���\���O��`���S ٽ�����\��(����J�(�%�_ɥ��^%����*����NUS?�nR7�nu�Z��Q]�j�Ju���PeURqF���������B�ƒ��=z�9w?d��vf� Sx��m�����Qd�c�9����X��q���(�����^V /Filter /FlateDecode *�G�{��I�N�'��F�׻�v�����>�y]&v�*�����*�C�6��C��w�r���y���B.�k�����6�4���a�z�Z���+�"�D��m����q����ܛ���xk�5�iݘ�h��>j��/���ϛm9�v��(}+�J��JY�9d|�s��I��I2����NH6�C�y�$��?ohEo�767��|�7\oͨ n���B�z���G�viq�F��3�0����&��R���{������F?~Uѳ��1"˶�%a˰�Z��i�V����$���鯖�Hc�-[��l�o�&V�l���F�v��g� Heterogeneity – services are non-standard and highly variable. << �K'��������vVknm���m�v:1����Ԃ���mdD��YZj"5~0�l�x�fm`j,��Ɍ�LgF'굞�ĭku� Nature, characteristics AndClassification of services 2. >> Get Marketing Plans for Services: A Complete Guide, Third Edition now with O’Reilly online learning. ����4�L�쐃L�B�h�K�ju�?������+>3�D@D�� /Subtype /Artwork 85w4}Dmf28)`*q#���Q� ~���ydjC�P9�Gf��� ��\k%�q%��� �@)�"vp�N}�|�=�D�b�Av��;��{�T�l���s����quq�Ǐ{{��ю���Fڎ��~���BbnƱ .�T��y���@��{ }�$ $ !� 8ӆq��8�8� ?���䕮��k�+߄F�C�J����v�ئ�Ŏt��a�t�P��敆�����_��M�g���wqq ���z�-h�q~�X�R'���T!k�;�Iܦq�P� ��X� �[i�� %PDF-1.4 << ��7gzsܛ3�nv������b��[4���n]�J���E �*�;g��b~4�/�z Perishability – it is not possible to store services in inventory. So, is there anything special about services marketing? For service they have to rely on the reputation ; the nature of services 1. H��WPSW>y� ��K� Ey�p�B�k!�$Dj[5 7$�����"h��U|RQ[�Q|lg�ұ#J�U���n�>�-�A�\����������s���?�������� `(,0.U��O0v�D�# �z+��1⃗���H�5R����z �� �$y�o��v 0� {j���hM @h�_2���� ��MH1D�[@ =���J��ST!� V��n��O�`D ��V�LKˍ@��m:+qt�"��Y���$ʦ�S�e�`����'m�.�m�%�����_qϓ�Ƭs �!U��{a���}3L`Ӹ�H.��p�b2�u*,��, czo%�؁�B�u������ޮW6���+z.�x�P�s1�g� /OCGs 6 0 R Today, Service Firms are becoming highly competitive, so, it is essential for service firms to provide high quality services for their survival. ���%�5��h/:���IaMt�@��k�`�/��� .¥���!��۱7�~gq'V�� ֛�\C��r��#ߓ��yH!ʜZBi�\j7��:O����z'}���`� zʖ�c�J�zΜ��J�M�G�1����d5*G�AG��`��%fb±����R��WX� ރ���p_�7��p��^�2y��H�"q$�l%��v�"�HN����x�-([ʞG)� @��ZI��R-�U��͒�C�ѱt"��Fߦ��N�b��]@��1����n����bˎdg�k�z��v�/9{΁sH99�ⲹ|nw��cv�}>,{�Bt�"��䄯B4,����r�Xr���(hǩ���u�K����6G-Bٌ����F�K��T:�vs������݌;��ORG�� >> /op false From the 1980s these characteristics, known as ‘IHIP’ (intangibility, heterogeneity, inseparability and perishability) were widely discussed in the academic literature and textbooks in services marketing. The intangible nature of services also presents a problem for customers . ){E*���q����5�|��RD!I�|Rr� The definition of service is “any intangible product, which is essentially a transaction and is transferred from the buyer to the seller in exchange for some consideration (or no consideration).