What are the characteristics of services marketing and what are their marketing problems/solutions?
1. Intangible: marketing problem- services cannot be easily displayed or communicated; marketing solution- tangible cues and physical environment
2. Inseparable: marketing problem- consumer and provider are part of the service; marketing solution- people, care/quality, and personal attention
3. Variability: marketing problem- services depend on who provides them and when and where they are provided; marketing solution- process, standardization, and training
4. Perishable: marketing problem- services cannot be stored; marketing solution- predict demand fluctuation and balance supply and demand