Services Cannot Be Seen, Tasted, or Felt, Before Purchase

question 1

Essay

Services cannot be seen, tasted, or felt, before purchase. The challenge to marketers of services is to "tangibilize the intangible" and "manage the evidence." What do these statements really mean for a marketer of a service firm, such as H&R Block?

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Definitions:

Timely

Occurring at a suitable or opportune time; well-timed.

Ambiguous

Lacking clarity or certainty, open to more than one interpretation, or vaguely defined.

Personal Gossip

The informal sharing of private or sensitive information about individuals within a social network without their permission, often leading to rumors or breaches of trust.

Vertical Communication

The exchange of information and messages between different levels of an organization's hierarchy, including upward and downward communications.