Finding the Best Sterling Services
Another noteworthy feature of goods is that they, on average, do not change. If you buy a Ford Focus in Australia and then go to America and buy the same one, chances are they will be identical. Services are distinct in that they are heterogeneous, suggesting that they vary depending on the context. You may want to check out Sterling Services for more. A wildlife tour, for example, will never be the same twice, not only because of the unpredictable nature of the animals, but also because the guide may be in a different mood, the weather may have changed, and the customers may be different each time. These factors make it more difficult to reliably provide high-quality service, which is critical for advertisers because consumers would have specific preferences based on what was advertised in the service and past experiences in the industry.
Another distinguishing characteristic of services is that they are both generated and used at the same time, as opposed to goods, which are not visible to consumers during the manufacturing process. Being at the theatre is a good metaphor for this. Consumers can be likened to an audience watching actors (employees) perform on stage (a physical location such as a business store) while surrounded by props (physical objects like chairs, tables, pot plants etc). In the same moment as the viewer is watching, the actors are ‘live’ and performing (producing) (consuming). This is where the idea of digital marketing comes into play. Operating staff performs much of the marketing role in a service (Klassen, Russel, & Chrisman, 1998), leaving marketers to focus on advertisement and promotion.Perishability is the final differentiation that separates services from goods. Although certain goods expire rapidly (such as water balloons), resources cannot be saved, resold, or returned in any way.