What is Service Marketing What is the difference between service marketing and product marketing?

What exactly is marketing? What types of products and services can be marketed?

1. Differences in research objects.

Product marketing is based on the overall marketing behavior of the production enterprise and the product itself as the research object; Service marketing takes the behavior of service enterprises and the service links in marketing as the research object.

2. The difference in the marketing process.

Service marketing is the unified process of service provision and service consumption, and the service provision process is also the process of customer participation, so service marketing must incorporate the management of customers into the track of service marketing management, and carry out targeted marketing based on customer expectations for services.

The product marketing process is also the process of treating the product quality itself, emphasizing the overall marketing quality of the product, focusing on the standardization of quality, qualification certification, etc.

3. Differences in concepts.

Service marketing emphasizes the focus on market consumers, providing high-quality services to meet consumer needs, and creating value with customer orientation; Product marketing focuses on the continuous improvement of the product itself, and attracts consumers with product power.

4. The difference in marketing methods.

Service marketing starts from when customers are not in contact with the product, and it is a marketing method that uses humanity to drive consumption, which can often make the same quality branch key products obtain a higher premium; Product marketing is to better display the product, so that customers can get the impulse to buy by understanding the product, and then trigger consumption, which is often more favored by cost-effective products.

Choosing service marketing may be more appropriate than other marketing strategies if:

The services provided are high-touch: the services need to be in high contact with the user, and it needs to interact and communicate with the user. For example: cosmetic plastic surgery, personal training and consultation, etc.

Need for personalized service: The services provided need to be personalized to meet the different needs of users. For example: custom software, personal assistants, and financial planning.

Service quality is the key: Users have high requirements for service quality and need to ensure the reliability and security of services. For example: lawyers, accountants, doctors, etc.

Need for a high level of trust: Users need a high level of trust in the services provided, such as: trust, insurance, and other financial fields.

Service requires high professional knowledge: Service requires high professional knowledge, and it is necessary to ensure the professionalism and authority of the service. For example: medical examination, high-end consulting and professional technical training.

The elements of service marketing are:

1) Products. The elements that must be considered in a service product are the scope of service provided, quality, brand, guarantee, and after-sales service.

2) Distribution. With the expansion of the service field, in addition to direct sales, the number of service sales through intermediaries is increasing.

3) Pricing. Because the level of service quality is difficult to define uniformly, it is difficult to adopt unified standards for quality inspection, and the influence of seasonal and time factors has greater flexibility in service pricing. Source Finder.

4）**。In addition, in order to enhance the impression of intangible products and services, the service products should be made tangible as much as possible.

5) Personnel. The operator of the service industry is actually an integral part of the product in the eyes of the customer.