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Outline the marketing implications.

Outline the marketing implications.

Answers

Lellah
1. The intangibility of services means that consumers have harder time to evaluate and appreciate them before purchasing. The customer searches for tangible clues or signs or evidence of the service quality in order to evaluate it . To reduce uncertainty, buyers draw inferences from clues such as the place, people, equipment, symbols, communication materials and price that they see.
2. The marketers challenge is to manage the “evidence of service” and to “tangibilize the intangible” i.e. to be physical evidence and imagery to abstract offers concrete benefits.
3. Services can be easily imitated and no formal patent protection which gives the service providers (organizations) the problem of distinguishing themselves from their competitors
4. Establish clear product/service position through branding e.g. seek out specialist and not a generalist-medical practice i.e branding as a differentiation strategy
Lellah answered the question on November 5, 2021 at 09:12

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