Cognizant of the unique characteristics of services

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Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability.

1. How does each of these characteristics potentially impact the development and execution of marketing plans?

2. What might a manager do to mitigate any negative consequences of each characteristic on the delivery of his or her firm's services?

3. Come up with an example of a service encounter you have had as a customer as [either B2C or B2B] in which each of these characteristics came into plan into how the service was delivered.

Reference no: EM131805322

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