Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

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BlackTom AI · Accepted Answer

The question asks us to identify all characteristics that differentiate marketing services from product marketing, selecting every correct option.
Option 1: Perishability. This is indeed a distinguishing feature of services: they cannot be stored for later sale or use in most cases, leading to potential losses if capacity is not utilized. Understanding perishability helps explain why providers manage capacity and schedules carefully.
Option 2: Profitability. Profitability is a financial outcome that can apply to both goods and services and is not a defining marketing characteristic of services. It does not differentiate service marketing from product marketing because it is not inherent to the nature of services themselves; it’s an outcome rather than a trait of the service offering.
Option 3: Heterogeneity. Also known as variability, heterogeneity refers to the fact that service quality can vary from provider to provider, and even from moment to moment with the same provider. This variability distinguishes services from tangible goods, which can be standardized to a greater degree, and it poses challenges for consistent service delivery and marketing.
Option 4: Intangibility. Intangibility means services cannot be seen, touched, or owned before purchase, unlike physical products. This characteristic is a core differentiator in service marketing, influencing expectations, evaluation, and communications strategies.
Putting these together, the true differentiating characteristics among the options are Perishability, Heterogeneity, and Intangibility. Profitability, while important in business analysis, does not uniquely distinguish services from products and is not a defining marketing trait of services.
In summary, the correct selections to characterize how marketing services differ from product marketing are those that reflect the intangible, variable, and perishable nature of services: Perishability, Heterogeneity, and Intangibility. The option that stands out as not being a defining service-marketing trait is Profitability, since it applies broadly to both goods and services and is not a feature inherent to services themselves.

Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

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Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

View Explanation

Log in for full answers

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