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13 Cards in this Set
- Front
- Back
- 3rd side (hint)
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- It means mother of all unique differences. - It distinguishing characteristic of services that makes them unable to be touched or sensed in the same manner as physical goods. |
Intangibility |
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Resulting Marketing Challenges in Intangible : |
- Services cannot be inventoried - Services lack patent protection and can be easily copied - Services are difficult to display and/or explain to customers - The pricing of services is difficult |
- S - S - S - T |
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Possible Solutions in Intangible : |
- The use of tangible clues to help “tangibilize” the service - Use personal sources of information to market services - Create a strong organizational image - Utilize an activity-based costing approach |
- T - U - C - U |
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- It means the inter connection of service participant. - It reflects the interconnection among the service provider, the customer involved in receiving the service, and other customers sharing the same service experience. |
Inseperability |
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Resulting Marketing Challenges in Inseperability |
- The service provider is physically connected to the service. - The customer is involved in the production process. - Other customers are involved in the production process. |
- T - T - O |
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Possible Solution in Inseperability |
- Strategic selection and training of public contact personnel. - Effectively managing consumers. - The use of Multisite location |
- S - E - T |
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- The variable of service delivery. - It is the consistency of the service that has been given to the customer to one another. |
Heterogeneity |
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Resulting Marketing Challenges in Heterogeneity : |
- Service standardization & quality control are hard to achieve. |
- S |
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Possible Solution in Heterogeneity : |
- Pursue customization strategy - Pursue service standardization strategy |
- P - P |
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- It is the Balancing supply & demand. - It reflects the challenge that services cannot be saved their unused capacity cannot be reserved and cannot be inventoried. |
Perishability |
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Resulting Marketing Challenges in Perishability : |
- Demand exceeds supply of Service - Demands exceeds optimal levels of supply - Lower demand than optimal supply levels - Demand and supply at optimal levels |
- D - D - L - D |
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Possible Solution to Manage Demand in Perishability : |
- Utilize creative pricing strategies to smooth demand - Implement a reservation system - Shift demand to complimentary services - Develop nonpeak demand periods |
- U - I - S - D |
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Possible Solution to Manage Supply in Perishability : |
- Utilize part-time employees - Share capacity - Prepare in advance for expansion - Utilize third parties - Increase customer participation |
- U - S - P - U - I |
