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Services Marketing: Characteristics of services · The Four Core Characteristics

How intangibility, inseparability, variability and perishability set services apart from goods and shape how firms market them.

Services Marketing · 25 questions

Try 3 questions

1. A hotel room left empty tonight is revenue lost forever. Which service characteristic does this illustrate?

  1. Perishability
  2. Heterogeneity
  3. Inseparability
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Answer: Perishability

Services can't be stored as inventory, so capacity unsold for a given night simply disappears once that night passes.

2. What does inseparability mean for a service such as a live concert?

  1. Its quality is identical every night
  2. Its price cannot be split into tiers
  3. It is produced and consumed at once
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Answer: It is produced and consumed at once

The performance happens as the audience experiences it; there is no making it first and delivering it later.

3. Why do service firms invest in physical evidence such as uniforms, a clean lobby or a polished website?

  1. To make an intangible offer feel tangible
  2. To satisfy a legal rule for service firms
  3. To lower the cost of each service delivered
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Answer: To make an intangible offer feel tangible

Customers can't inspect a service in advance, so they read quality from the tangible cues around it.

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