![]() And, next, it considers the special difficulties sellers of intangibles face in retaining customers. ![]() When it comes to holding on to customers-to keeping them-highly intangible products run into very special problems.įirst, this article identifies aspects of intangibility that affect sales appeal of both intangible and tangible products. ![]() The degree of product intangibility has its greatest effect in the process of trying to get customers. Marketing is concerned with getting and keeping customers. Put in terms of our new vocabulary, a key area of similarity in the marketing of intangibles and tangibles revolves around the degree of intangibility inherent in both. While some of the differences might seem obvious, it is apparent that, along with their differences, there are important commonalities between the marketing of intangibles and tangibles. The usefulness of the distinction becomes apparent when we consider the question of how the marketing of intangibles differs from the marketing of tangibles. Everybody sells intangibles in the marketplace, no matter what is produced in the factory. Instead of speaking of services and goods, we should speak of intangibles and tangibles. A more useful way to make the same distinction is to change the words we use. Distinguishing between companies according to whether they market services or goods has only limited utility.
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