The paper "Intangibility, Inseparability, Variability and Perishability" is a great example of marketing coursework. Intangibility, inseparability, variability and perishability are four factors which distinguish the marketing of services from product marketing since these characteristics affect the buying behaviour of customers during the buying process and any organization offering these services must be aware of them. Service marketing professionals should be fully aware of these characteristics of how they affect the customer buying process to ensure the success of their businesses and use them to influence the development of suitable marketing strategy mix from pricing, distribution and bundling of the services so as to ensure proper delivery to the consumer. Intangibility Services can’ t be seen, touched, stored or possessed and it is difficult to access their value.
The value of the service can take longer for the client to actually feel the promised benefits of the service with some taking up to years to unlock these benefits. For example, the Southwest airlines have a service whereby customer lost items can be reported and a guided search performed so as to help to reunite the item with the customer.
Customers can’ t enjoy this service unless they have lost an item during one of their trips and it can take long since always customers take good care of their belongings. Marketers must clearly demonstrate and communicate the variables of the services so as to increase customer confidence with the clear quality of the service, pricing model, and the pricing model and promotion with the view of improving customer relationship. Inseparability This means that the production and consumption of services cannot be separated. For example in the case of Southwest airlines, the production of air travel cannot be separated from the consumption of that service by the consumer.
This nature of services poses a challenges service providers since during the production the client is present and they often require the service to be offered in a certain way or by a certain individual. Marketers usually overcome these challenges by constantly engaging the client in the production process, constant communication and identification of certain levels of personalization of the service the organization can offer to the client. Heterogeneity/ Variability Service quality is often subjected to great variability during their delivery to the client because these services are offered by people and it is difficult to control people’ s behaviour.
This risk can be reduced by having the person who established the relationship with the client offer the service for consistency. Marketers can overcome this challenge by developing special service packages which act as a point of differentiation and increase service flexibility and customization. Perishability One cannot store services for future utilization. For example, in Southwest airlines, when a customer misses a flight then that time cannot be recovered and the customer is a force to catch the next available flight.
This affects performance during service delivery since it is very difficult to balance the demand and supply of the service. Marketers usually come up with demand-based pricing strategies for airline tickets so as to deal with the challenge.