Question

1. Explain, with samples, the four characteristics of services that a company must consider

when designing marketing programs. (paragraph)

What criteria should a firm consider before choosing a channel alternative? (paragraph)

Answer 1

answer-

the four characteristics of services that a company must consider when designing marketing programs are Intangibility means services can not be touched ,seen or tasted but they are provided to customers like I can not see hair cutting service looks like in color, taste or smell. second characteristics is inseparability means service remain with producer or owner like you can not take hair cutting service at home. Third characteristics is Variability means service varies in quality who provide that service. for example- One barber in Mall would give the best service and hair look while other in local shop can give average level of service.Fourth is perishability means you can not store service for later use. like i get hair cutting service so i need to take at shop and can not store it in shelve or jars or any place for future use.

the three criteria that a firm should consider before choosing a channel alternative are Economic criteria, control criteria and adaptability criteria. in Economic criteria compares the likely sales costs and profitability of different channel members. the better economical channle produce better sales to company.Control criteria refers to channel members' control over the marketing of the product. This help organization to control channel members in distribution.Adaptive criteria refers to the ability to remain flexible to adapt to environmental changes.

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