Which Of The Following Is A Characteristic Of The Service Sector?

Services typically have several distinctive characteristics or features from goods retailing. These are intangibility, perishability, inconsistency, fluctuation and consumer dependent. A service is anything which tin can be offered to the customers in order to satisfy their need, wants and want and intangible, inseparable, variable and perishable in nature.

In India, service jobs now business relationship for lxx per cent of all jobs and 65 per cent of gross domestic production. The peculiar characterised services create challenges and opportunities to the service marketers.

Some of the characteristics of service marketing are as follows:- ane. Service is a Performance 2. Service do not involve any buying transfer three. Intangibility 4. Variability 5. Perishability 6. Demand is the Origin

7. Natural Shift 8. Strongest Area for Growth nine. Deregulation and Service Marketing 10. No Obsolesce 11. Consumption Inseparability 12. Simultaneity 13. Inconsistency 14. Fluctuation 15. Consumer Dependent 16. Buying 17. Heterogeneity 18. Pricing of Service.

Characteristics of Service Marketing: Intangibility, Variability, Perishability, Natural Shift, Inseparability and Many More than…

6 Important Characteristics of Service Marketing – Service is a Performance, Services do not involve any ownership transfer, Intangibility, Inseparability, Variability and Perishability

What exactly are the characteristics of a service? In fact, many organizations practise have service elements to the product they sell, for example McDonald's sell physical products i.e. burgers but consumers are besides concerned nearly the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face?

Keeping in mind the above criterion the following are the characteristics of services:

Characteristic # 1. Service is a operation:

While products are produced, services are performed. In near cases, services are totally unconnected to any physical product.

Feature # two. Services do non involve any ownership transfer:

Usually, a service does not event in the ownership of annihilation. In other words, unlike in product marketing, there is no title/ ownership transfer. Another issue of simultaneous production and consumption is that service producers find themselves playing a function as role of the production itself and as an essential ingredient in the service feel for the consumer.

When you buy a product yous become its owner -be it a pencil, book, shirt, refrigerator, or motorcar. In case or service, you may pay for its use but yous never own it. In example of service the payment is non for purchase, but just for the use or access to or for hire of items or facilities.

Feature # three. Intangibility:

Different physical products, services are intangible; they cannot be seen, touched, or smelt. Likewise, the consumer cannot sample a service in accelerate. Accordingly, it becomes difficult for the consumer to approximate a service earlier information technology is bought; he cannot know its exact outcome in accelerate.

In other words, you cannot hold or bear upon a service dissimilar a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive information technology. What do consumers perceive from customer service, the location, and the inner presentation of where they are purchasing the service?

Characteristic # 4. Inseparability:

Inseparability is the adjacent unique characteristic of services. Services cannot be separated from the service providers. A product when produced can exist taken away from the producer. Withal a service is produced at or near the point of purchase.

Visiting a restaurant, you guild your repast, the waiting and delivery of the meal, the service provided past the waiter/rest is all a part of the service production process and is inseparable, the staffs in a eating house are every bit a office of the procedure besides as the quality of nutrient provided.

In fact services are marked by two kinds of inseparability:

i. Inseparability of production and consumption

2. Inseparability of the service from the person who possesses the skill and performs the service.

Characteristic # 5. Variability:

Services are also marked by variability or heterogeneity. This is so considering of iii reasons- Start, inseparability of the service from the provider leads to some variability. Second, services are highly people sensitive. Tertiary, in services, the effect varies depending on when and where the service is provided.

Characteristic # 6. Perishability:

Services are perishable likewise. They cannot be stored. This is then considering of the fact that services are produced and consumed simultaneously. There is no inventory in example of a service. Services last a specific time and cannot be stored like a production for later use. If traveling past train, coach or air the service will only concluding the elapsing of the journey. The service is developed and used well-nigh simultaneously. Over again because of this time constraint consumers need more.

Service Marketing Characteristics – Need is the Origin, Natural Shift, Strongest Area for Growth, Deregulation and Service Marketing and No Obsolescence

one. Need is the origin- Service marketing concepts and strategies have adult in response to tremendous growth of service industries.

2. Natural shift-

It is evident from the above diagram that as people's income increases, their demand for nutrient i.e. the primary production of agriculture reaches its natural limits, and they begin to demands relatively more industrial goods. At the aforementioned fourth dimension, every bit income continues to rise, needs of people become plainly less material and they brainstorm to demand more than and more than services, in all areas similar health, instruction, entertainment and many more than.

3. Strongest area for growth- Service marketing is not only most sought marketing expanse but, it is the strongest expanse for futurity growth because of natural shift in tendency of people towards services rather than manufacturing.

4. Deregulation and Service Marketing- Deregulated industries and professional services is the consequence of specific demand for service marketing concepts. Deregulatory moves by statutory or governments agencies have affected service industries such as airlines, entertainment, banking & telecommunications.

5. No obsolescence- Services are intangible hence are less subject to obsolescence than goods. It is the prime feature of service marketing, because it makes decisions unlike than ordinary marketing decisions involving manufactured goods.

4 Major Characteristics of Service Marketing – Intangibility, Service Variability, Perishability and Production/Consumption Inseparability

1. Intangibility:

When product is purchased, something visible to the eye is received in return of money. However, when service is received nothing tangible is received education, travel amusement etc.

Thus market must await for the following points:

a. Development of tangible access of service to attract costumer.

b. Focusing on service provider than service.

two. Service Variability:

Manufacturing industry is more than capital letter intensive, while service industries are more of labor intensive. This is the differentiating factor of service & manufacturing sector. One type of service tin exist different or variable in different places.

three. Perishability:

Services are most perishable than anything even food items. Considering of no inventory, services have a much more than difficult time regulating supply to meet demand, considering, demand is rarely steady or predictable enough to avert service Perishability.

iv. Production / Consumption Inseparability:

Production of goods is the first procedure and later role is of consumption. Nonetheless services are consumed and produced at the aforementioned time .e.g. Eatery services are produced afterwards arriving of customer.

Top 5 Characteristics of Service Marketing – Intangibility, Inseparability, Variability, Perishability and Simultaneity

Service Marketing have five major characteristics.

These are every bit mentioned beneath:

1. Intangibility – Services are intangible. That is they cannot be seen, tasted, felt or smelled before they are bought. Thus a person on his get-go flight volition take to buy the ticket and sit in the airplane, so only will he feel the "Experience" of flying.

Similarly a person going to a Psychiatrist'due south function cannot predict the outcome, unless he takes an appointment and attends some sittings. This is very unlike products, which you tin affect; feel, odor and even taste both earlier and after you purchase. A service by nature is an abstract phenomenon. It is not a concrete object. It has a mental connotation.

2. Inseparability – Another characteristic of service is the inseparability of the client and provider of service. At that place has to exist a provider of service as well as a user of service. Services are typically produced and consumed at the aforementioned time. Similar products they cannot be manufactured, stored and so sold as and when in that location is a demand.

Thus dentists, doctors, dancers and musicians create and offer services at the same time. A person who is the provider of service tin can sell his service only to a limited number of people in a day. However, an organisation that is a provider of service can appoint agents to sell the service. Instance- insurance agents, travel agents etc.

iii. Variability – Another characteristic of services is that they are highly variable. The quality of the service provided will differ depending upon who provides them and when and where are they provided. Even the same provider will give a different service from time to fourth dimension depending upon the situation.

For example, an entertainment programme of Lata Mangeshkar would be different from the ane given by Sonu Nigam or Asha Bhosle. Similarly, an open-heart surgery washed by a heart specialist will differ from patient to patient depending upon the free energy level and mental makeup of the surgeon at the time of each surgery and also on the seriousness of the surgery.

four. Perishability – Services cannot be stored. Nor can they be carried forward. If a service is not used today, information technology is lost forever. They are highly perishable. Unutilised services render economic losses. A transport, plane or warehouse loaded to half its capacity, a hotel with rooms vacant, a theatre with empty seats during the airing of a movie, are all examples of services which accept been lost forever. Thus services non utilised when they are produced, perish.

v. Simultaneity – Services are rendered and consumed during the same period of time. As soon equally the service consumer has requested the service (delivery), the particular service must be generated from scratch without any delay and friction and the service consumer instantaneously consumes the rendered benefits for executing his upcoming activity or task.

Thus intangibility, inseparability, variability, simultaneity and perishability are the five main characteristic features of services.

Distinctive Characteristics or Features of Service Marketing – Intangibility, Perishability, Inconsistency, Fluctuation and Consumer Dependent

Services typically have several distinctive characteristics or features from goods retailing. These are intangibility, perishability, inconsistency, fluctuation and consumer dependent.

These features are detailed below:

ane. Intangibility :

They are by and large intangible, i.e., they cannot be sampled, tasted, touched, seen, or felt earlier beingness purchased. You lot can usually touch and feel appurtenances yous desire to purchase. But assistance provided or maintenance of automobile is hard to touch and feel. Evaluation of quality is also difficult. Some efforts may be done for evaluation of services using the scale simply it may exist high subjective, and vary from person to person, unless the instrument is administered nether expert guidance.

two. Perishability :

They are perishable, i.due east., they cannot exist stored for future auction. For case vacant hotel accommodation, vacant seats of a flight, non rendered haircut, etc. cannot be stored for futurity consumption. Perishability creates a problem for service retailers; they cannot stock pile services, similar they practise with goods.

Goods retailers stockpile appurtenances for tiptop demand. The same cannot exist the case with services. You tin see long queues in a hair-cutting saloon on Dominicus mornings, waiting for haircuts.

three. Inconsistency :

They are normally not standardised and inconsistent, though many service retailers have tried to standardize their offerings. It is hard to standardize services. For example how tin can we standardize the plumbing equipment/ stitching of two different tailors or the hair cutting of barbers cutting provided by two different salons.

Even within a salon, two dissimilar barber volition provide dissimilar level/ quality of services. The same is true for coaching and preparation classes, counselling, and other services.

In addition, service providers may experience an off day in which their performance is not upward to par. You just hope that when you are having haircut, the barber is in the correct frame of heed. Hiring the best people, developing standardized procedures, and grooming service providers intensively, are methods retailers use to minimize inconsistent service.

4. Fluctuation :

They usually have fluctuating demand, east.g., rush in summer for train reservations, or crowds at restaurants on Sunday evening, etc. Fluctuating demand creates problems for service retailers, like non-stockpiling of services. This leaves many customers unsatisfied. You must take experienced this dissatisfaction when you practise non get train reservations in summer.

5. Consumer Dependent :

They are consumer dependent, i.e., people offering them have a much crucial function to play in customer satisfaction than goods retailing. This unique feature of services creates challenges for retailers. While customers can return damaged trade to retailers, service providers who fail to satisfy their customers often do non get a second adventure.

A dissatisfied client never comes back. How many times did you visit a restaurant later on you received a bad repast or poor service? Thus, it is disquisitional for service providers to get it right the first time. Service retailers try to avoid service failures by hiring the right people, training, and motivating them well.

Of course, service failures will still occur. When they practice, service retailers must be certain that steps are taken to reduce customer dissatisfaction.

Many organizations that offer services to customers such as banks, hospitals, doctors, lawyers and other consultants do not consider themselves to be retailers. But due to increasing competition, these organizations have started adopting retailing principles to attract customers and satisfy their needs.

Characteristics of Service Marketing – Intangibility, Inseparability, Variability and Perishability

A service is anything which can be offered to the customers in order to satisfy their need, wants and want and intangible, inseparable, variable and perishable in nature.

In India, service jobs now account for 70 per cent of all jobs and 65 per cent of gross domestic product.

More and more market offerings at present contain a service component, both to meet the needs of the targeted client segment and to create a distinctive differentiation for competitive reasons.

"A service is whatsoever human activity or operation that one political party can offering to another that is essentially intangible and does not result in the buying of anything. Its production may or may not exist tied to a concrete product." – 'The American Marketing Association'

1. Intangibility,

two. Inseparability,

3. Variability, and

four. Perishability.

Characteristic # 1. Intangibility:

Services are intangible in nature. Dissimilar physical products, services cannot be seen, felt, heard, or smelled earlier they are bought. A person can't be certain about the service quality unless he/she experience it.

To reduce the uncertainty well-nigh the service quality, buyers will look for signs or other visible things associated with the service like the identify, people, equipment, communication cloth, symbols, and cost etc. These tangibles are chosen as the physical evidence.

The concept of "tangibilize the intangible" through physical show was introduced by 'Corbore & Haeckel' which is also called equally – "customer experience applied science".

Physical Evidence:

It includes:

(a) Place

(b) People

(d) Communication Textile

(e) Toll

Characteristic # 2. Inseparability:

Dissimilar concrete products (appurtenances), services are typically produced and consumed simultaneously. Which means that nosotros can't separate the services from the service provider. Therefore, it can't be stored equally well.

Thus there must be 2 parties one is service provider and the other is the client who renders the service. So the service quality depends on the customer-provider interaction equally well.

Characteristic # 3. Variability:

The quality of service depends on the service provider, identify and other factors associated with information technology; thus it is variable in nature.

In order to deal with the variable nature of service following steps can be taken:

(a) Recruiting the correct service employees and providing them with excellent training.

(b) Standardizing the service-performance procedure throughout the organization.

(d) How do you appoint with customers and elicit the feedback?

(e) Give-and-take of oral cavity.

Characteristic # 4. Perishability:

Perishability is the biggest trouble in service sector because you can Services are inseparable in nature, then it can't be stored by the service provider. The biggest challenge a marketer faces is to deal with the fluctuating demand of service because of perishability. There are supply and demand management techniques which help the marketer to deal with same.

5 Major Characteristics of Service Marketing that Affect the Design of Marketing programs

Services take four major characteristics that profoundly affect the blueprint of marketing programs:

1. Intangibility

two. Variability

three. Inseparability

four. Resulting Marketing Implications

5. Perishability

Characteristic # 1. Intangibility:

Services are performances or actions which cannot exist seen or touched, it can only be experienced. Intangibility is ane of the characteristic of services. For case, learning how to drive a car is a process where a trained driver will teach how to drive to a person who doesn't know.

These services cannot actually be seen or touched by the trainee, although the trainee will encounter and touch certain tangible components of the service (car). In fact, many services are difficult for the consumer to grasp even mentally. Even after training has been completed the trainee may not fully encompass the service performed.

Feature # 2 . Variability:

Service providers are generally humans not machines. So no ii services will be precisely alike. For example, a dentist treat patients based on the problem they are having in a customized form. Different customers have dissimilar requirements so services vary from that point of view.

Also for example two patients are suffering from tooth disuse but even so the medico treats them differently. This is because both of them will have different extent of decay and pain and both of them might be unlike in historic period, gender etc.

Characteristic # 3 . Inseparability:

A product can be separated from its manufacturer only a service cannot be separated from its service provider. For example, Mysore sandal soaps are manufactured in Mysore merely are sold in Delhi and Kolkata also, but, if somebody wants to have an experience of Wonder laa (waterpark) they have to come up to Bangalore to experience information technology.

This means to say that while the services are being offered, the users of the service exists and they may besides take part in the process. This may lead to regular and repeated interaction among the customers.

In other words, the services are produced, offered for consumption and are consumed at the aforementioned fourth dimension.

Characteristic # 4 . Resulting Marketing Implications:

Since the production and consumption of services occur simultaneously, it is challenging to estimate the demand for large number of customers. In this process, the customers pay more attention to the quality of service, after sale services and too customer satisfaction, which are all dependent on actual time or concurrent time. The real-time nature of services proves to be advantageous when it comes to offering tailor-fabricated services for consumption of individual customers.

When the production and consumption have place simultaneously, it is very difficult to attain significant economies of scale through centralization. In gild to deliver the services directly at the user-friendly location of the customers, the operations will have to be decentralized. Hence, simultaneous activity of product, delivery and consumption will have a positive or a negative impact on the service transaction.

Characteristic # 5 . Perishability:

Equally service is incommunicable to be inventoried when information technology is being produced similarly information technology is incommunicable to stock it once information technology is bought. There are services which take product element in them merely still to stock them for long is tough or worthless for customers. For example, a pizza is being delivered at dwelling. Now, to stock that pizza for more than a few hours is worthless. Perishability refers to the fact that services cannot be saved, stored, resold, or returned.

Perishability is in contrast to goods that can be stored in inventory or resold some other solar day or even returned if the consumer is unhappy.

5 Important Characteristics of Service Marketing

Services have five important characteristics which make them and so unlike from physical products:

1. Intangibility:

The distinguishing feature of a service is its dominant intangible attribute.

Some intangible features as listed by J. Bateson are:

i. A service cannot be touched.

ii. Precise standardization is not possible.

iii. There is no ownership transfer.

iv. A service cannot be patented.

v. Production and consumption are inseparable.

vi. In that location is no inventory of services, and

vii. The consumer is a function of production process, then the commitment system must go to marketplace or the customer must come up to delivery organization.

Pre-testing the service is not possible as they cannot be seen, tasted, felt, heard and smelt before they are bought. When a prospective customer cannot experience the product in advance they are asked to purchase what are essentially promises of satisfaction. The buyer has to have faith in the service provider.

Customer's confidence in the service can exist created by taking the assist of celebrities, developing a make name, increasing services tangibility, emphasizing services benefits rather than only describing its features.

2. Inseparability:

A service cannot exist separated from its provider. This is in straight contrast to a physical product, which exists whether or not its source is present. As the provider only can return the service(s), it limits the house's scale of operation. To overcome this limitation the service provider can larn to work with larger groups, to work, faster or the service organization can train more service providers.

3. Variability:

In most cases human chemical element is involved in providing service. Thus depending upon who provides them and when and where they are provided the quality of service is bound to vary. Standardization becomes a difficult task to attain. So to ensure quality, service firms should take care to select proper personnel and give them adequate training for the work and should have a proper system to monitor customer satisfaction.

iv. Perishability:

Services cannot exist stored. And so services not utilized are lost forever. Perish ability of service is not a problem equally long as the demand for the aforementioned is steady. Number of service, providers (staff) can be planned in advance for expected demand. But information technology becomes a problem when it faces fluctuating demand. So, to overcome this trouble, the service concerns should have proper product planning, pricing, and built-in flexibility in the organization.

v. Ownership:

In the instance of goods, later on the completion of process, the appurtenances are transferred in the name of the buyer and he becomes the owner of the appurtenances. Just in case of services, we do not find this. For instance a consumer can employ hotel room or pond pool, withal the buying remains with the providers.

4 Commonly Cited Characteristics of Service Marketing – Intangibility, Inseparability, Heterogeneity and Perishability

There are four usually cited characteristics of services that brand them different to marketplace from goods:

(i) Intangibility,

(2) Inseparability,

(3) Heterogeneity, and

(four) Perishability.

(1) Intangibility:

Services are said to be intangible — they cannot be seen or tasted, for example. This can cause lack of confidence on the part of the consumer. Every bit was apparent earlier, in considering pricing and services marketing, it is often difficult for the consumer to measure service value and quality. To overcome this, consumers tend to await for bear witness of quality and other attributes, for case in the decor and surround of the beauty salon, or from the qualifications and professional standing of the consultant.

(ii) Inseparability:

Services are produced and consumed at the aforementioned time, unlike appurtenances which may exist manufactured, and so stored for later distribution. This means that the service provider becomes an integral office of the service itself. The waitress in the eating house, or the cashier in the bank, is an inseparable part of the service offering.

The client also participates to some extent in the service, and tin affect the outcome of the service. People can be part of the service itself, and this can exist an advantage for services marketers.

(3) Heterogeneity:

The fact, that service quality is difficult to command compounds the marketer's task. Intangibility alone would not exist such a problem if customers could exist sure that the services they were to receive would exist only like the successful experiences their neighbours were so pleased with. Simply in fact, customers know that services tin vary greatly. Different front-line personnel take different abilities. Even the aforementioned service provider has proficient days and bad days, or may exist less focused at different times of day.

Services are performances, often involving the cooperation and skill of several individuals, and are, therefore unlikely to be the same every time. This potential variability of service quality greatly raises the risk faced by the consumer. The service provider must find ways to reduce the perceived run a risk due to variability. One method is to blueprint services to be every bit compatible every bit possible — by grooming personnel to follow closely defined procedures, or by automating as many aspects of the service equally possible.

This isn't always a good strategy, notwithstanding. The appeal of some service personnel — specially, those involved in such expensive personal services as beauty parlour treatments or home decorating lies in their spontaneity and flexibility to address individual client needs.

The danger with too much standardisation is that these attributes may be designed right out of the services, therefore, reducing much of their appeal. A second way to deal with perceived risk from variability is to provide satisfaction guarantees or other assurances that the customer will not be stuck with a bad result.

(4) Perishability:

The quaternary characteristic of services is perishability. Perishability of a service ways the service cannot be inventoried or stored. If a pair of jeans does not sell today, a retailer tin store it and sell it at a later on time.

This feature allows firms to mass produce appurtenances and shop them in warehouses until consumers are ready to purchase. For services, this is not possible. A United states of america Air flight that sells only 75 of the 200 seats will lose the revenue of the 125 empty seats if the plane takes off with those seats empty. That revenue is lost forever.

Concerts and sporting events are live events in which consumers pay to see the performance. Consumers have no choice as to when or where they can watch the events unless there are multiple performances. If they want to sentinel, they must go to where the performance is staged, at the time information technology is occurring.

Over again, empty seats are lost revenue since they cannot exist inventoried and sold at a later on time. To maximise revenue, airlines desire to fill up every seat in an aeroplane. The same is true for sporting events and concerts. Perishability can cause the reverse to occur. Demand can exist greater than supply.

In this state of affairs, the airliner does not have enough seats for everyone. Customers are left at the gate. In sporting events such as football'south Superbowl, baseball game'south World Series, and hockey's Stanley Cup, demand outstrips supply. Potential acquirement is lost because of stock-still seating capacities.

To reduce the negative affect of perishability, services must develop strategies to cope with fluctuating need. This goal tin can be accomplished past making simultaneous adjustments in need, supply, and capacity. The goal of these strategies is to achieve parity among the 3. At the optimum, demand volition equal supply, which in turn volition equal capacity.

For a service such as Nu'uuli Place Cinema on Tutuila Island in American Samoa, demand often exceeds capacity during evening showings of popular new releases while during daytime showings the theatre normally has empty seats. To manage this situation, Nu'uuli Place Picture palace must make simultaneous adjustments in demand, supply, and capacity.

One method of adjusting need is to move some of the demand from the high-peak evening showings to nonpeak afternoons. Reducing the price for the afternoon showings is ane way of doing this.

Supply tin can exist adapted past having multiple showings of the most popular movies during the evening. Nu'uuli Identify Cinema could show the same movie at 7:xxx, ix:30, and midnight. To increase chapters, Nu'uuli Place Movie theatre could testify a popular movie in two or three of the mini theatres at the same time.

6 Important Characteristics of Service Marketing – Perishability, Changing Demand, Intangibility, Inseparability, Heterogeneity and Pricing of Services

The peculiar characterised services create challenges and opportunities to the service marketers.

Characteristics of services are given beneath:

i. Perishability:

As a marketing article, a service has a high degree of perishability. This chemical element assumes unique importance. If a service is not used today, it is lost forever. Information technology cannot be stored. It cannot be carried forward Unutilized services are economic losses.

A building unoccupied, a person unemployed, credit not utilised, a ship, a wagon or a ware house loaded to merely half its capacity, empty rooms in a v star hotel are illustrations representing perishable nature of services and business which is lost forever.

2. Irresolute Demand:

The market for services has wide fluctuations. The fluctuations in demand may exist seasonal or fifty-fifty by weak day or hours. During non-peak hours we need less send. The utilise of public send fluctuates greatly during the day. During night we need less phone services. Tourism also has seasonal demand, cricket field are unused in the rainy season. Golf courses are not used in the winters.

3. Intangibility:

A physical product e.g. a boob tube, refrigerator, idli, dosa, confront cream are visible and concrete products. You can encounter them, feel, taste them, smell them and even enjoy their possession. A service by nature is an abstract phenomenon. It is not a physical object. Information technology has mature mental connotations.

While selling or promoting the sale of a service, we have to concentrate entirely on the benefits and satisfaction a buyer tin can derive after ownership that service. Nosotros cannot emphasize the service itself. Banks promote the sale of credit menu. Credit Card of the Central Bank of India is a new convenience carte du jour convenience taking on a new proper noun. It is the showtime of its kind to exist launched past a nationalised bank in India.

Whether you are out of business, shopping or merely dinning out, yous don't have to pay cash or give a cheque. By holding a control card yous can discover a new way of life. In this fashion a bank marketer can promote the sale of any bank services by stressing the benefits, conveniences and other advantages derived from that particular service.

The telephone company stresses how the utilise of telephone tin can reduce costs of selling and storage by using long large distance calls, of course sale of service, e.g., insurance involves, a real challenge. The burden of selling an intangible production like service falls mainly on the promotion mix.

4. Inseparability:

Personal service cannot be separated from the individual. Some services are created and supplied simultaneously. Dentist, musician, dancer and such other professions create and offering service at the same fourth dimension. Hence due to inseparability, direct sale of many services in the simply channel of distribution – the market for offer personal services is bound to exist express.

A person sells his service only to a express number of customers in a day. However, when an institution is acting as a creator of a service, we may have its representatives or its agents to sell that service. For instances, a travel agent, an insurance banker, a finance banker, many represent and sell the services supplied by a tourist arrangement, insurance company and financial institutions.

5. Heterogeneity:

The quality of services offered by the competing firms cannot be standardised. Even the quality of the output of services sold by one seller cannot be compatible or standardised. For case, a technician cannot offer equal quality of service when he is repairing a number of television receiver.

Similarly, information technology is hard to approximate accurately the quality of services. Payment of price and the quality of actual operation may not as well high or also low in relation to actual performance. This is particularly significant in the instance of sports and amusement of the services.

6. Pricing of Services:

Perishability fluctuations in demand and inseparability in services involve significant implication in pricing. Consumer may postpone purchases or perform same services themselves. Competition plays a secondary role in many services. Quality of services cannot exist fully standardised.

There are many difficulties in pricing of services. In regulated services we accept toll plus pricing usually prices of other services are determined on the basis of demand and competition. Variable pricing policy is also used in services. Discounts likewise offered in many services, eastward.g., insurance hotel etc.