Page 20 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 Multi facility business centre to the single machine xerox facility in the secreterial
segment.
 Even those who produce and sell goods fid that, very often, the competitive is
increased by the level of service offered along with product.

B. Intangibility

1. Understanding intangibility
 Goods are tangible. They have physical dimensions and attributes and can be seen,
felt, smelt.
 It may be used while delivering services. The tangible do not determine the nature
and the quality of the service provided.
 A service rendered by a person. The service is received by another person. The
location iun which the services is performed or the tools which are used for that
pirpose.
 The service that a cinema theatre offer is in terms of providing pleasure, through
the screening of films.
 One might ask whether the service provided by a car rentsl service is not tangible.

2. Intangibility continum
 The characteristic of intangibility lies on a continum, with pure goods at one end
and pure service at other end, with most products lying between the two extremes.
 Services can be distinguished between pure intangibles which add value to tangible
products and services that facilatate availability of tangible products.

3. Implications of intangibility
 Sampling not possible – it is difficult to provide of a service that is an offer. One’s
experience of a service is a totality, the effect of all the elements present at the
time.
 No copyright – intangibles cannot be spcified or described accurately. Without such
specifications, there cannot be a patent or copyright.
 In the case of insurance, the benefits offered cannot remain the exclusive privilege
of any one insurer.
 The service that will distinguish one insurer from another lies in the nature of advice
given to prospects, the speed with which enquiries and claims are handled.

C. Inseparability
 A Sphysical iten like soap or oil, is produced in a factory, bought in a retail shop, and
consumed in a customer’s premises.

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