Services have distinctive characteristics that greatly affect the design of marketing programs. Which of the following relates to the fact that services cannot be seen, tasted, felt, heard, or smelled?
A) perishability
B) variability
C) inseparability
D) intangibility
E) communicability

Question

Quizplus · Accepted Answer

Intangibility refers to the fact that services cannot be experienced with the senses as they are not physical in nature. This characteristic poses a challenge for marketers, as it is difficult to convey the value of a service to potential customers, as they cannot physically see, touch, or feel it.

Services Have Distinctive Characteristics That Greatly Affect the Design of Marketing