Although there is high diversity in the nature of services, they tend to exhibit five important characteristics. A service is typically:
• Intangible • Inseparable from its producer •Variable in its characteristics • Perishable • Dependent on the involvement of the target audience in its production
After reviewing the characteristics of services and how they differ from tangible products, discuss a service offering from a nonprofit organization. Describe the marketing strategies the organization uses to turn service liabilities into advantages for its target audience.
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