Is Service Marketing Different Form Product

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Name: Marcus A. Cyrus Topic: MARKETING DEBATE—Is Service Marketing Different From Product Marketing? MARKETING DEBATE—Is Service Marketing Different From Product Marketing? Marketing is the process of communicating the value of a product or service to customers. In addition, marketing might sometimes be interpreted as the ability of selling products and services. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. Many services marketers strongly maintain that service marketing is essentially different from product marketing and that different skills are involved. However, many traditional product marketers disagree, saying, “Good marketing…show more content…
In contrast the service marketer must make an “intangible” tangible. G. Lynn Shostack (1977) says ‘it is wrong to imply that services are just like products “except” for intangibility. By such logic apples are just like oranges, except for their “apple-ness”.’ One can concur from her view marketing should clearly be done differently for product and service. In addition, making variability consistent is most important for service companies. Non-standardization concerns the potential for high variability in the performance of services. The quality and essence of a service (a medical examination, car rental, and restaurant meal) can vary from producer to producer, from customer to customer and from day to day. This means marketing must be considered differently to account for these variability’s. In addition, expert marketers who hold firm saying there is no difference in marketing a product or service reflect on the 4P’s. Product, place, price, and promotion concepts are still valid for both products and services, although with some changes in either their weight in the consumer-decision process or their means of communication to the consumers, but alas the 4P’s remains constant. Even though the 4P’s remain constant, there is clear differentiation in the type of marketing. Product marketing tends to firstly emphasize on creating intangible associations, whereas service marketers are focused on enhancing and distinguishing “realities” through
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