Ms06

IGNOU MBA MS-06 Solved Assignment 2011

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Course Code : MS - 06

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Course Title : Marketing for Managers

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Assignment Code : MS-06/SEM - I /2011

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Coverage : All Blocks

Note: Answer all the questions and send them to the Coordinator of the Study Centre you are attached with.

1 a) Discuss the distinguishing characteristics of services which make them different from tangible goods. What are the implications of theses characteristics in marketing of services?

Solution: Services are said to have four key characteristics which impact on marketing programmes.

* Intangibility

* Inseparability

* Heterogeneity variability

* Perish ability (simultaneous production/consumption)

* Intangibility

Services are said to be intangible - they cannot be seen or tasted, for example. This can causelack of confidence on the part of the consumer As was apparent earlier, in considering pricingand services marketing, it is often difficult for the consumer to measure service value andquality. To overcome this, consumers tend to look for evidence of quality and otherattributes, for example in the decor and surroundings of the beauty salon, or from thequalifications and professional standing of the consultant.

* Inseparability

Services are produced and consumed at the same time, unlike goods which may bemanufactured, then stored for later distribution. This means that the service provider becomesan integral part of the service itself. The waitress in the restaurant, or the cashier in the bank,is an inseparable part of the service offering. The client also participates to some extent in theservice, and can affect the outcome of the service. People can be part of the service itself, andthis can be an advantage for services marketers.

* Heterogeneity...