IGNOU MMPM 5 2026 2027 - Discuss the conceptual framework for services marketing with reference

Question

Discuss the conceptual framework for services marketing with reference to the
characteristics and marketing implications of services.

09 Jul 2026

Answer :

Word Count : 449

Services marketing refers to the application of marketing principles and strategies for promoting, delivering, and managing intangible offerings that provide value and satisfaction to customers. The conceptual framework of services marketing is based on understanding the unique characteristics of services and developing appropriate marketing approaches to overcome the challenges created by these characteristics. Services differ from physical products due to their distinctive features such as intangibility, inseparability, variability, and perishability. These characteristics influence the way services are designed, marketed, and delivered. Intangibility means that services cannot be seen, touched, or stored before purchase. Customers

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