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Characteristics Of Services Compared To Goods

2450 words - 10 pages

1. Introduction
Services’ marketing is a sub field of marketing which covers the marketing of both goods and services. Goods marketing include the marketing of fast moving consumer goods (FMCG) and durables. Services marketing typically refer to the marketing of both business to consumer and business to business services. Common examples of service marketing are found in telecommunications, air travel, health care, financial services, all types of hospitality services, car rental services, and professional services.
Services are economic activities, rather than tangible products, offered by one party to another. Rendering a service to recipients, objects, or other assets depends on a ...view middle of the document...

How we can differentiate services from goods? We want to find out differences between services and goods and here we tried to show some example. We tried to show that service is also importance as goods but they have some characteristically differences. Services are so important in Business sector. We want to know that the differences.
1.3 Scope of the Term paper:
To fulfil the Service Marketing course of BBA Program of University of Information Technology & Science (UITS) as well as to gain theoretical exposures about differences between goods and services. We have selected a topic of by getting the opportunity. We have highlighted some basic differences between goods and services of service marketing course and we are showing some example of services and give some comments about result.
1.4 Limitation of the report:
However, “Characteristics of services compared to goods” is an important topic. Therefore, to make the term paper on its huge enough data from the different place, we have faced many obstacles to complete. It is very tough to complete the term paper with in short Span of time. Nevertheless, we have finished the term paper by hard working very effectively by this time.

2. Characteristics of services:

2.1. Intangibility
Services are activities performed by the provider, unlike physical products they cannot be seen, tasted, felt, heard or smelt before they are consumed. Since, services are not tangibles, they do not have features that appeal to the customer senses, their evaluation, unlike goods, is not possible before actual purchase and consumption. The marketer of service cannot rely on product-based clues that the buyer generally employs in alternative evaluation prior to purchase. So, as a result of this, the services are not known to the customer before they take them. The service provider has to follow certain things to improve the confidence of the client:
The provider can try to increase the tangibility of services. For example, by displaying a plastic or a clay model showing patients an expected state after a plastic surgery.
The provider can emphasize on the benefits of the service rather than just describing the features. Not all the service product has similar intangibility. Some services are highly intangible, while the others are low i.e. the goods (or the tangible component) in the service product may vary from low to high. For example: Teaching, Consulting, Legal advices are services which have almost nil tangible components; While restaurants, fast food centers, hotels and hospitals offer services in which their services are combined with product (tangible objective) , such as food in restaurants, or medicines in hospitals etc.

2.1.1. Intangibility Characteristics in “NSU”:
North South University is the first private university of Bangladesh. Now a day, it has a huge popularity among students. The motto of the university is providing quality education at an affordable price....

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