Discuss the marketing challenges associated with intangibility ...

[Evvie72]

Discuss the marketing challenges associated with intangibility and the possible solutions to address these issues.

Question 2

Salespeople can send out mass communications to all customers and prospects via voice mail.
 
 Indicate whether the statement is true or false

[bhavsar]

Answer to Question 1

The marketing challenges include the following:
 It is difficult to easily display or communicate the properties of services to consumers.
 Prices are difficult to set.
 Services lack patent protection and can be easily copied.
 Services cannot be inventoried.
Solutions suggested to minimize the challenges associated with intangibility include:


developing a strong organizational image.
 utilizing an activity-based costing approach.
 developing promotional plans that emphasize personal sources of information.
 utilizing tangible clues to influence customer perceptions of service delivery.

Answer to Question 2

True