Marketing of Engineering Consultancy Services: A Global Perspective
Chapter 4 Features of Engineering Consultancy Services and Its Implications for Marketing
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- Ris (Zotero)
- Reference Manager
Engineering consultancy has a number of unique features which makes it different from industrial products or capital goods. Taking a lead from the writings of authors [2–4], following unique features of engineering consultancy services are being proposed. The features are Knowledge and expertise based profession, Inseparability, Co-existence of service provider (consultant) and service receiver (client), Variability/heterogeneity, Intangibility, Perishability, Client’s participation; co-operation and role contribution, Low entry barriers, Environmental influences, etc. Each of these features has a number of managerial and operational implications which makes its marketing idiosyncratic with respect to industrial products or capital goods. It is the combination of these features that create the specific context in which an engineering consultancy firm formulates marketing policies and strategies. A clear understanding of the features is an essential pre-requisite for formulating client centric marketing strategy.