Services and Other Intangibles:
The double intangible has come to mind when thinking about services and other intangible goods. Hulu: TV that is streamed online. TV is entertainment which is ungraspable and the internet itself is also an intangible good. The difficult part of this is deciding how to market this doubly intangible good. A strong perception of the benefits received will have to be built in order to attract consumers to websites like these. Luckily with the shift to online life, if you will, there has been an explosion of popularity with sites such as Hulu and there is not a lot of need for promotional campaigns. Now however, Hulu is changing their product line a little by adding a tangible good to their services, a box for at home viewing. A bundling strategy.
How does one market a doubly intangible good? Why through another intangible service, the television of course! You can see commercials for Hulu on TV frequently nowadays.
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