Marketing Foundations 24108, 22/05/2019, Christian John
Marketing Foundations Tutorial 9: Services and Social
Marketing
Open Ended Discussion Question 1
Service Intangibility refers to the characteristic of not be seen, smelt,
touched or tasted -> This day care service is intangible since the parents
normally cannot see the service in action, creating anxiety for them
- To reduce the parent’s anxiety of the daycare’s intangibility, the service
providers could allow them to preview how their children are taken care
of
- The service providers could also increase the parent’s comfort by
explaining how the day care service works in as much detail as possible
Page 1
, Marketing Foundations 24108, 22/05/2019, Christian John
Most services are perishable since they cannot be stored for future sale
(i.e. this day care service)
- Since the day care service is perishable, the providers of the day care
must ensure that they provide a beneficial outcome for the children
every time, to reduce the parent’s anxiety
Service variability is defined as changes in the quality of the same service
provided by different staff
- To reduce the parent’s anxiety from this characteristic, the day care
service providers can follow the same standard procedures to ensure
consistent service delivery
Service Inseparability is when services are generated and consumed
within the same time. It is very difficult to separate a service from the
service provider and consumers thus have high expectations for providers
- The parent can feel anxious if they suspect that the providers are not
highly skilled to provide the day care service
- To appear more reliable and reduce the parent’s anxiety, the service
providers can place certificates/credentials in their office, to give relief
to the parent.
Page 2
Marketing Foundations Tutorial 9: Services and Social
Marketing
Open Ended Discussion Question 1
Service Intangibility refers to the characteristic of not be seen, smelt,
touched or tasted -> This day care service is intangible since the parents
normally cannot see the service in action, creating anxiety for them
- To reduce the parent’s anxiety of the daycare’s intangibility, the service
providers could allow them to preview how their children are taken care
of
- The service providers could also increase the parent’s comfort by
explaining how the day care service works in as much detail as possible
Page 1
, Marketing Foundations 24108, 22/05/2019, Christian John
Most services are perishable since they cannot be stored for future sale
(i.e. this day care service)
- Since the day care service is perishable, the providers of the day care
must ensure that they provide a beneficial outcome for the children
every time, to reduce the parent’s anxiety
Service variability is defined as changes in the quality of the same service
provided by different staff
- To reduce the parent’s anxiety from this characteristic, the day care
service providers can follow the same standard procedures to ensure
consistent service delivery
Service Inseparability is when services are generated and consumed
within the same time. It is very difficult to separate a service from the
service provider and consumers thus have high expectations for providers
- The parent can feel anxious if they suspect that the providers are not
highly skilled to provide the day care service
- To appear more reliable and reduce the parent’s anxiety, the service
providers can place certificates/credentials in their office, to give relief
to the parent.
Page 2
