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In my point of view, Services do not have tangible features that will appeal to the consumer’s sense of sight, hearing, smell, taste and touch. Because they are intangible, services are more difficult to demonstrate at a trade fair, to display in retail stores and to illustrate to sample services or to use many other forms of sales promotion. Consequently imaginative personal selling is usually essential in the marketing of services.
A second consequence of intangibility is that buyers are often unable to judge the quality of a service prior to purchase. Reputation of the service vendor then becomes a key factor in the buyer’s decision.
In my concept the business responsibility has traditionally concerned with the relationship between managers and their customers, employees and stockholders. Management had the responsibility of providing customers with a quality product at a reasonable price, the responsibility of providing adequate wages and decent working environment for employees and the responsibility for providing an acceptable profit level for stockholders. Only on occasion did the concept involve relations with the government, and rarely with the general public.
Now the responsibility concept has been extended to the entire societal frame-work. A decision to continue operation of a profitable but air- polluting plant may be responsible in the traditional sense, customers receive an uninterrupted supply of the plant’s products, employees do not face lay offs and stockholders receive a reasonable return on their investment in the plant. But, form the standpoint of contemporary business ethics this is not a socially responsible decision. Similarly a firm that continues to market foods with low nutritional value may satisfy the traditional constraints of responsibility, but it is guilty of questionable behavior in the contemporary perspective.
Price is often used to enhance the image of a product, it increase sales through discount pricing, or in combination with promotion, to build future sales. Price is used in different ways by different companies, depending on the role it plays in the overall marketing program. Determining the role that prices should play relative to other marketing mix variables establishes important boundaries and guidelines for pricing decisions.


