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Definition and Characteristics of Service Marketing, Principles of Marketing Video Lecture | Principles of Marketing - B Com
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FAQs on Definition and Characteristics of Service Marketing, Principles of Marketing Video Lecture - Principles of Marketing - B Com
| 1. What is the definition of service marketing? |  |
Ans. Service marketing refers to the marketing strategies and activities undertaken by businesses that offer intangible services rather than physical products. It involves promoting, selling, and delivering services to customers, focusing on meeting their needs and providing a positive customer experience.
| 2. What are the characteristics of service marketing? | |
Ans. The characteristics of service marketing include intangibility, inseparability, heterogeneity, and perishability. Intangibility means that services cannot be seen, touched, or stored like physical products. Inseparability refers to the simultaneous production and consumption of services, meaning they are created and consumed at the same time. Heterogeneity implies that services can vary in quality and consistency due to human involvement. Perishability indicates that services cannot be stored or inventoried, and any unused capacity is lost.
| 3. What are the principles of marketing in the context of service marketing? | |
Ans. The principles of marketing in service marketing include understanding customer needs and preferences, developing a strong service offering, ensuring service quality and customer satisfaction, effective communication and promotion, and building long-term customer relationships. These principles help businesses effectively market their services and create value for customers.
| 4. How does service marketing differ from product marketing? | |
Ans. Service marketing differs from product marketing in several ways. Firstly, services are intangible, while products are tangible. Secondly, services are often consumed at the same time they are produced, whereas products can be stored and used at a later time. Additionally, services are typically produced and consumed in the presence of the customer, leading to a higher degree of customer interaction. Finally, services are often more heterogeneous and variable in quality compared to standardized products.
| 5. How can businesses overcome the challenges of marketing intangible services? | |
Ans. Businesses can overcome the challenges of marketing intangible services by focusing on building trust and credibility through effective branding and reputation management. They can also emphasize the value and benefits of their services through clear communication and demonstration of expertise. Offering guarantees and warranties, providing excellent customer service, and using testimonials and referrals can also help mitigate the intangibility challenge in service marketing.
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Nov 22, 2024 Last updated |
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