Marketing Management 1st Edition by Greg Marshall,Mark Johnston

Exercise 1

Marketing managers must be cognizant of the unique characteristics of services: intangibility, inseparability, variability, and perishability.
a. How does each of these characteristics potentially impact the development and execution of marketing plans
b. What might a manager do to mitigate any negative consequences of each characteristic on the delivery of his or her firm's service
c. Come up with an example of a service encounter you have had as a customer (either in the B2C or B2B market) in which each of these characteristics came into play in how the service was delivered.