What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?
What will be an ideal response?
The intangibility of services means that they cannot be held, touched, or seen before the purchase decision. In contrast, before purchasing a traditional product, a consumer can touch a box of laundry detergent, kick a tire of an automobile, or sample a new breakfast cereal. A major marketing need for services is to make them tangible or show the benefits of using the service. For example, Singapore Airlines advertisements show a traveler enjoying comfortable seating, broadband Internet connections, and other tangible benefits of a business class fare.
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Answer the following statement true (T) or false (F)
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