Tangible Evidence in Marketing a Service

Private, selective-admission colleges and universities must discover effective means of making their services as tangible as possible to a shrinking group of prospective buyers. In this case study, one such university identified a strong association between campus visits by admitted applicants and the proportion of the admitted applicants who matriculated at the university. This evidence supports a thesis that campus visits play a powerful role in offering tangible evidence of the university's offer to its prospective buyers. Those engaged in developing marketing strategies for such institutions should consider the decisive role of this sales promotion device in the university's array of marketing activities.