ABSTRACT
This chapter explores the characteristics of services in more depth and consider specifically their implications in the context of financial services. It outlines how both services in general and financial services in particular may differ from physical goods and to explore the implications of these differences for the practice of marketing. The chapter details financial services and examines, from a marketing perspective, the differences between goods and services. It also explores some of the major differences between services and physical goods and provides insight into the marketing implications. Financial services are, first and foremost, services and have long been seen as different from physical goods. The chapter provides characteristics of services in more depth and consider specifically their implications in the context of financial services. Marketing strategies for long-term savings plans (including pensions) might seek to demonstrate the significant benefits and pleasure associated with future consumption while also demonstrating that losses in current consumption are minimal.
