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.