By Cynthia Coldren
RainToday Note: This is part one of a two-part series. First, Cynthia introduces the challenges of services marketing and discusses the aspects of intangibility and inseparability. Next, she will discuss the aspects of variability and perishability in how they apply to services marketing.
It’s been called “selling the invisible” — delivering intangible services as a core “product” offering. Law firms, management consultants, IT services and telecom providers, architectural groups, healthcare and educational organizations, financial and insurance institutions, and a multitude of business-to-consumer operations profit from performing and delivering people-based services.
But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, variability, and perishability, these four characteristics impact the way clients behave during the buying process and the way organizations must interact with them.
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