Services product are mostly intangibility, they have to be marketed with tangible evidence. This is referred to as tangiblizing the intangibles. This means that the services has been performed and delivered at particular level of quality• Eg- 1) University degree is a tangible evidence of the education services and knowledge acquired by you.• 2) certificate issued a pollution control agency is a tangible evidence of the required checks done on the vehicle prove that emission levels are under control. 2. Inconsistency• Inconsistency is characteristic of services that makes them less standardized & uniform than goods inconsistency is called as variability• The consistency occurs largely on account of –• Different services provides perform a given services at different occasions.• The services performed by an individual provider may differ overtime.• Interaction b/n customer and provider may vary by customer, companies which are highly equipment & system based & less people based on reduce insistency in services.• Eg- 1) Bank ATM provides consistent services.