Is Product Marketing Differs From Services Marketing???

Product is defined as the tangible elements which we can see, touch, storable, repeatable, and measured output whereas services are intangible, perishable, and cannot be separable in nature.

Source:  Levitt,Kotler, Lovelock and Shostack.

 The product marketing differs from service marketing, as in the product marketing marketer’s concentrates on 4 P’s i.e. Product, Price, Place, and Promotion. But in services marketing, marketer’s more focus on 3 extended P’s i.e. People, Process and Physical Evidence.

The service marketing differs from product marketing .It is quite difficult for marketers to persuade the customers as they do marketing of things which are not present in physical. It also differs in terms of intangibility, inseparability, variability and perishability.

In service marketing, it is important to do marketing by providing better exterior and interior place, employees should be busy but there should be sufficient number of workforce to manage the workload, the equipment used must meet the standards , the communication material like printed material should be effective and speedy.

It is difficult to separate as in product physical goods are manufactured then inventoried then distributed and later consumed simultaneously. It is possible to do variability in service marketing as the quality of services depends on who provides them, when and where and to whom. Services are highly variable .e.g. Doctors have an excellent infrastructure for patients. As services cannot be stored, so their perishability can be problem when demand fluctuates.eg. Railways charged fees for ticket cancellation from passenger because service value exists only at the time of the reservation.