.

Packaging and Labeling  Packaging includes:  The primary package  The secondary package  The shipping package 
Many factors have influenced the increased use of packaging as a marketing tool.

64. Packaging and Labeling  Developing an effective package:  Determine the packaging concept  Determine key
package elements  Testing:  Engineering tests  Visual tests  Dealer tests  Consumer tests

65. Packaging and Labeling  Labeling functions:  Identifies the product or brand  May identify product grade  May
describe the product  May promote the product  Legal restrictions impact packaging for many products.

66. Services Marketing Nature and Characteristics of a Service • Intangibility • Inseparability • Variability • Perishability
8-56

67. Services Marketing Nature and Characteristics of a Service Intangibility refers to the fact that services cannot be
seen, tasted, felt, heard, or smelled before they are purchased Inseparability refers to the fact that services cannot be
separated from their providers 8-57

68. Services Marketing Nature and Characteristics of a Service Variability refers to the fact that service quality depends
on who provides it as well as when, where, and how it is provided Perishability refers to the fact that services cannot be
stored for later sale or use 8-58

69. Services Marketing Types of Service Industries • Government • Private not-for-profit organizations • Business
services 8-55

70. Services Marketing Marketing Strategies for Service Firms Managing service quality provides a competitive
advantage by delivering consistently higher quality than its competitors Service quality always varies depending on
interactions between employees and customers 8-64

71. Services Marketing Marketing Strategies for Service Firms Service recovery can turn disappointed customers into
loyal customers • Empower employees • Responsibility • Authority • Incentive 8-65

72. Marketing Strategies for Service Firms

73. Managing ServiceManaging Service DifferentiationDifferentiation  Develop offer, delivery and image with
competitive advantages.

74. Managing Service QualityManaging Service Quality  Empower employees  Become “Customer obsessed” 
Develop high service quality standards  Watch service performance closely

75. Managing Service ProductivityManaging Service Productivity  Train current or new employees  Increase quantity
by decreasing quality  Utilize technology