Answer to Question #267016 in Sociology for Kea

Question

You are approached by the Department of Labour to conduct a study to determine women farmers’ experiences in the agricultural sector, in the North-West province, South Africa,Using qualitative research approach. The sampling target is 20 research participants.

3. Identify and discuss five distinctive characteristics of the research design. (5) Also provide relevant critique on the research design. (5)

Answer 1

(a) The distinctive characteristics of services include Intangibilty, Inseparability, Perishability and Variability.

Intangibilty of services means the customer cannot touch or feel the features like in the case of products. The services cannot be experienced until purchased or used. Unlike products, services cannot be compared. So the marketing programs designed for services include lot of communication, customer testimonials and detailed briefing to the customers.

Inseparability - The services are generated and sold at the same place. Unlike products they are not supplied to various places. This characteristic calls for excellent customer service to ensure customer satisfaction. Services can be customized also as per the customer needs.

Perishability - Services cannot be stored or produced in advance. They are as per the demand of the situation which can fluctuate widely. The key is to design marketing programs like pricing and promotion strategies as per the trends and peaks and lows observed in the demand.

Variability - Services cannot be standardised like the products. They depend on who , where and when it is provided. The marketing program calls for managing this characteristic by having standard procedures and guidelines to operate. Proper training should be given to staff and guidance for managing any exceptional queries or consitions should be given.

(b) The three types of marketing in services industries is

Internal marketing - The marketing done between the company and employees. Hotel organizations provide their employees an opportunity to enjoy the food, accomodation and ambience at the facility so as to increase awareness about the quality levels and inculcate a sense of belonging for the organization.

External marketing - The marketing done between the company and the customers. It is very common for companies to advertise and promote any industry and organization to its customers through digital modes, media and events like hotel organizations continuously share information with their customers.

Interactive marketing - The marketing done between the customer and the employees. This type of marketing includes the 24*7 contact centers and communication channels established by various banks, hotels, airlines and other service organizations.