Characteristic for Designing Marketing Programs

Characteristicfor Designing Marketing Programs


Characteristicfor Designing Marketing Programs

Designingeffective marketing programs is essential in various aspects. In thisrespect, quality is imperative to such programs (Kotler,2014).In order to achieve quality-marketing services, an institution or acompany has to observe four primary characteristics.

Firstly,adding Tangibles to their intangible services is a characteristic toconsider. Accordingly, the information background of the company’sservices has to be of quality with regards to its price, time,equipment, and people. Evidently, intangible services have no senseof taste, smell, and audio. Nevertheless, it is felt by the consumersthrough exceptional performances. The service marketers achieve thischaracteristic by adding tangible offers to intangible attributes

Servicemarketing requires provider-customer interaction. This approachprimarily focuses on both employees and customers during servicedelivery. The Outcome of service, given the developed relationshipbetween the two participants, is measurable. For quality marketingservice to be achievable at this stage, services must be sold to theconsumers – that are produced and consumed at the same time.Provider-customer interaction shows that quality services areinseparable during delivery (CVS,2014).Tentatively, since the customer experienced the service,provider-customer interaction is an instrumental feature of servicesmarketing. Both the provider and the customer, therefore, affect theservice outcome (Kotler &amp Armstrong, 2006).

Thirdly,the service’s variability is considered at various platforms. Thequality of service rendered will depend on the person providing theservice and the environment within which the customer is exposed to.Services can vary depending on an individual’s health, strength,and mood during the provider-customer interaction while dispensingthe service. In order to achieve preferred quality services, theindividual services should not significantly differ, with respect tothe organization’s service charter. Majority of leading companiesdo not advocate storage of services for later re-sell and re-usegiven the attributes of service perishability (Dentaleconomics,2014).).Simply put, service perishable is not a problem in a high consumerdemand, but it becomes a problematic when the number of customersdeclines. As such, this fluctuating demand can be mitigated throughthe designing effective strategies geared towards a better alignmentbetween demand and supply (Kotler &amp Armstrong, 2006).

Thelisted characteristics of designing marketing services can differduring actual service delivery between dentists and drug storeservices (Walgreens,2014).For instance, perishability of services happen whereby the patientmight be charged some fee for missing an appointment with the dentist(Dentaleconomics,2014). Contrary to this approach, services in the drug stores do notrequire levy fees on customers in the case when they missedcollecting the drug regularly though the services are readilyavailable. Given the professionalism in the dentistry, time isvaluable aspect that needs great respect. The practitioners aretherefore focused on helping the patients, at the same timemaintaining a respectable relationship with patients (Molin,2013).

Dentistsstrive to make their services tangible (Tarasi,2011).This is attuned towards effective marketing and the managementparadigms in the profession. New marketing paradigms indicate asolid creditability, with proven results from the patient’s outcome(Tarasi,2011).The drug stores do not require any of this since the dentist hasgiven instructions, and it is the patient’s duty to collect drugs.Developing a working relationship between patient and dentists isimperative, since the interaction occurs during the actual deliveryof the service.

Contraryto dentist, physical goods are stored in the drug stores, where theconsumers would later purchase them. This form of service isseparable and closed ended. The service itself is the existingvariable between the dentists and the drug stores. Quality of serviceoffered varies from one seller to another (Clarke, 2013).


Clark,M. 2013. Seven ways to create an effective marketing strategy foryour dental practice withoutgoing broke. Practice Management. Retrieved from

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Dentaleconomics.(2014). Retrieved from

Kotler,&nbspP.,&amp Armstrong,&nbspG. (2014). New-Product Development and ProductLife-Cycle

Strategies.In&nbspPrinciplesof Marketing&nbsp(15th&nbsped.,pp. 273-282). Upper Saddle, N.J: Pearson.

Molin,J. (2013).What’sThe Average Value of a Dentures Patient?

Tarasi,C., Bolton, R., Hutt, M., &amp Beth A. (2011). Walker BalancingRisk and Return in a

CustomerPortfolio . AMA.Retrieved from

TysonsteeleAssociates. (2014), Dental Marketing Strategies for General Dentists.Retrieved


Walgreens.(2014). Retrieved from

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