identify 4 characteristics that affect the marketing of services and the additional marketing considerations that services require

1. Intangibility: Services cannot be stored or physically observed, making it difficult for consumers to evaluate them before purchase. Therefore, marketing strategies should focus on creating brand recognition, emphasizing the value and quality of services, and providing tangible elements, such as after-sales service, that can give customers the assurance of satisfaction. 2. Inconsistency: Services are produced and consumed simultaneously, making them inherently variable and inconsistent. Therefore, it is important to ensure that there is a consistently high level of service delivery. 3. Inseparability: Services are inseparable from their providers, meaning that marketing efforts should focus on building relationships between customers and the providers to increase loyalty and satisfaction. 4. Perishability: Services are perishable and cannot be stored or recovered once they have been delivered. Therefore, marketing campaigns should focus on fiscal responsibility, cost management and marketing activities that create reserve capacity. This will help reduce the risk of losing profits due to unutilized services. Additional marketing considerations that services require include have a clear understanding of the target audience, customization of the service to meet customer needs and expectations, creating a clear value proposition with a compelling value proposition of why customers should choose your service, offering accurate and transparent pricing and easy access to the service, and tracking customer feedback to ensure high levels of customer service.