Perishability is used in
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
to describe the way in which service capacity cannot be stored for sale in the future. It is a key concept of
services marketing
Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketin ...
.
Other key characteristics of services include
intangibility
Intangibility refers to the lack of palpable or tactile property making it difficult to assess service quality. According to Zeithaml et al. (1985, p. 33), “Because services are performances, rather than objects, they cannot be seen, felt, taste ...
,
inseparability
Inseparability is used in marketing to describe a key quality of services as distinct from goods. Inseparability is the characteristic that a service has which renders it impossible to divorce the supply or production of the service from its consu ...
, fluctuating demand, pricing of services, heterogeneity and variability.
References
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Services marketing