Characteristics that Affect the Design of Marketing
Programs
Service posses several unique characteristics that often have a significant impact on marketing program development. The four distinctive characteristics that greatly affect the design of marketing programs are intangibility, inseparability, variability and perishability.
Intangibility
Service cannot be seen, tasted, felt, heard, or smelled so it is difficult for clients to tell in advance what they will be getting. For example, hotels that promise a good night’s sleep to their guests cannot actually show this service in a tangible way. Also the hotel must somehow describe to the consumer how a stay at the hotel will leave them feeling well rested and ready to begin a new day. To reduce uncertainly, the consumers will look for evidence of quality. They will draw inferences about quality from the place, people, equipment, communication materials, symbols, and price that they see. Therefore, it is important for the hotel to “manage the evidence,” to “tangibilize the intangible.” For example, as Raffles Hotel is actually selling an idea or experience, it can demonstrate their service quality through physical evidence and presentation. It can develop a look and style of dealing with customers that realize its intended customers value proposition, whether it is cleanliness, speed, or some other benefit.
Inseparability
Services are typically produced and consumed simultaneously. Because the client is present as the service is produced, provider-client interaction is a special feature of service marketing. For example, when a meal is ordered in one of the renowned restaurants in Raffles Hotel, the waiting and delivery of the meal, the service provided by the waiter, are all apart of the service production process and is inseparable. The staffs in a restaurant are as apart of the process as well as the quality of food provided. The hotel can learn to work in groups and group counseling may be offered. The hotel staffs work faster, spending less time with each
Intangibility
Service cannot be seen, tasted, felt, heard, or smelled so it is difficult for clients to tell in advance what they will be getting. For example, hotels that promise a good night’s sleep to their guests cannot actually show this service in a tangible way. Also the hotel must somehow describe to the consumer how a stay at the hotel will leave them feeling well rested and ready to begin a new day. To reduce uncertainly, the consumers will look for evidence of quality. They will draw inferences about quality from the place, people, equipment, communication materials, symbols, and price that they see. Therefore, it is important for the hotel to “manage the evidence,” to “tangibilize the intangible.” For example, as Raffles Hotel is actually selling an idea or experience, it can demonstrate their service quality through physical evidence and presentation. It can develop a look and style of dealing with customers that realize its intended customers value proposition, whether it is cleanliness, speed, or some other benefit.
Inseparability
Services are typically produced and consumed simultaneously. Because the client is present as the service is produced, provider-client interaction is a special feature of service marketing. For example, when a meal is ordered in one of the renowned restaurants in Raffles Hotel, the waiting and delivery of the meal, the service provided by the waiter, are all apart of the service production process and is inseparable. The staffs in a restaurant are as apart of the process as well as the quality of food provided. The hotel can learn to work in groups and group counseling may be offered. The hotel staffs work faster, spending less time with each