Explain how the marketing of services differs from the marketing of products

HOW THE MARKETING OF SERVICES DIFFERS FROM THE MARKETING OF PRODUCTS Name: Grade Course: Tutor’s Name: (13 April 2012) Explain how the marketing of services differs from the marketing of products Marketing will always be effective in making a product or service sell in the markets; however, it may require different strategies given the differences between services and products. Firstly, the product includes something the customer can touch while a service is based on the end result since they are intangible (Porter, 2006). It will be more difficult for the marketer to convince the customers without a tangible product. For services to be effectively marketed they need to be organically linked to a product such as linking good service of travelling to good aircrafts. The services are inseparable in that several services are combined to achieve a full package; for instance cooking preparation will also need serving. This means that the relationship of all service providers must be taken into account while marketing. Indeed, the marketer must be certain of the inclusive services that will be offered to the customers to avoid over or understating the service (Porter, 2006). This is not the same as in products in view of the fact that; it involves only a specific product of known quantity. Services are non-standardized; for instance, experience of one consumer with a specific service differs from one person to another. For this reason, the marketer must be able to address the issue that the service can be standardized and hence establish the best standard for the service. This assures the customers that they will be having the best services or rather know what they want to purchase (Porter, 2006). For products, marketers easily identify the quality, quantity, size, amount and all other qualities thus it is easy to specify the terms and conditions. Marketers involved in services cannot issue inventories; in view of the fact that they are perishable. Indeed, one cannot be able to match the supply to the demand for the service. For instance, a taxi will still be available even when no one is available to hire it; in addition, rent will still be paid for a gym even when no one attends it. This perish ability component increases costs and consequently the prices of the service. Price is very sensitive in marketing as it will attract and retain customers (Porter, 2006). Ways that firms can help employees provide better service include; Proper motivation, this is through g...