Many service sector businesses fail because their marketing managers do not have any experience in the marketing of services. They often have been previously involved in the marketing of fast moving consumer goods and thus feel that they can use the same techniques to market services. As a marketing consultant, you are required to clarify the following questions in a training session.

a) What are the differences between goods and services?

b) Identify the unique characteristics of services and give examples of each.

c) Specify the major problems created by the characteristics of services and the appropriate marketing strategies needed to reduce these problems.