Service being intangible, marketer needs to put on more efforts as he cannot show the things that he is marketing. Being intangible, services cannot be touched or seen.
Because of following characteristics selling intangibles services are tougher than selling goods:
1. Because of intangible character of services marketer faces these difficulties – sampling difficult, difficult to judge in advance, not possible to have patent or copyright. Hence intangibles are relatively difficult to promote. For example, in contrast to soap where you can immediately check its benefits, there is no way to do so in the case of teachers because teaching is an intangible service.
2. Because of inseparability services require presence of performer, direct sale, and also face difficulties because of limited scale of operations and geographically limited market. For example, a plumber and a beautician has to be physically present to provide the services.
3. Heterogeneity characteristics of services makes standardization very difficult task to achieve. For example, the doctor who gave you his complete attention in his last visit may behave a little different in the next time.
4. Services cannot be stored and are perishable. Apart from this most services may face fluctuating demand. For example, there is a peak demand time for busses in morning and evening.
5. In the case of services, customers have access to but not ownership of them.
Thus because of above characteristics of services the marketer must try to convince the customer that the services, they are providing are `the best`.
Because of following characteristics selling intangibles services are tougher than selling goods:
1. Because of intangible character of services marketer faces these difficulties – sampling difficult, difficult to judge in advance, not possible to have patent or copyright. Hence intangibles are relatively difficult to promote. For example, in contrast to soap where you can immediately check its benefits, there is no way to do so in the case of teachers because teaching is an intangible service.
2. Because of inseparability services require presence of performer, direct sale, and also face difficulties because of limited scale of operations and geographically limited market. For example, a plumber and a beautician has to be physically present to provide the services.
3. Heterogeneity characteristics of services makes standardization very difficult task to achieve. For example, the doctor who gave you his complete attention in his last visit may behave a little different in the next time.
4. Services cannot be stored and are perishable. Apart from this most services may face fluctuating demand. For example, there is a peak demand time for busses in morning and evening.
5. In the case of services, customers have access to but not ownership of them.
Thus because of above characteristics of services the marketer must try to convince the customer that the services, they are providing are `the best`.
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