In this subsection you should discuss three things. First, you should demonstrate your understanding of Product aspect of the marketing mix, and specifically the four characteristics of a service: what can be considered when analysing this aspec...-Go服务器开发

The Product aspect of the marketing mix refers to the goods and services offered by a company. In the case of services, there are four characteristics that can be considered when analysing this aspect: intangibility, inseparability, variability, and perishability.

Intangibility refers to the fact that services cannot be seen or touched before they are purchased. Airwallex has addressed this characteristic by providing a user-friendly website and mobile app where customers can easily access information about their products and services. They have also created informative videos on their website to help potential customers understand their offerings.

Inseparability means that services are produced and consumed at the same time. Airwallex has taken steps to address this characteristic by providing ²⁴⁄₇ customer support through various channels such as email, phone, and live chat. This ensures that customers can get assistance whenever they need it, regardless of where they are located.

Variability refers to the fact that service quality may vary depending on who provides it or when it is provided. Airwallex has addressed this characteristic by establishing strict standards for their employees and using technology to automate processes wherever possible. This helps ensure consistent service quality for all customers.

Perishability means that services cannot be stored or inventoried like physical products. Airwallex has addressed this characteristic by offering scalable solutions that can grow with a customer’s business needs. Additionally, they offer various payment options so that businesses can pay only for what they need when they need it.

One example of Airwallex’s marketing strategy directly linked to the service characteristics is their emphasis on scalability in their advertising campaigns. For instance, in a video ad posted on YouTube (Airwallex 2021), they showcase how their product is ideal for companies looking to expand globally without having to worry about international payments. The video emphasizes how easy it is for businesses to use Airwallex’s platform and highlights features such as multi-currency accounts and payment automation. By doing so, Airwallex is addressing the perishability characteristic by providing a solution that can grow with a business’s needs.

In conclusion, Airwallex has effectively addressed the four characteristics of services in their marketing strategy. They have done so by offering scalable solutions, providing ²⁴⁄₇ customer support, establishing strict standards for employees, and using technology to automate processes. These efforts help ensure consistent service quality for all customers, regardless of where they are located or when they need assistance.

References:

Airwallex (2021). Global payments made simple | Airwallex. [Video]. YouTube. https://www.youtube.com/watch?v=2NwWV2XJ8Z0