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    Service Marketing vs. Product Marketing

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    How is marketing different for a service, as opposed to marketing a product?

    Your competition is not the best place to start when trying to define new product ideas and needs. What is your response to that statement? Do you agree or disagree?

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    Solution Preview

    A service is something intangible that you offer the market and that no one knows what to expect, while a product is something tangible that customers can see even before it is made available. Consequently, marketing for either is certainly going to be different. Because a service is basically intangible, marketing for services primarily focus on value. It compels the buyer to consider why she cannot live without the service and how she would be making a mistake by not buying it. Of course buyers want to be reassured that they are in fact not making a making by purchasing the service. Therefore, one way to provide this assurance is to offer ...

    Solution Summary

    This solution discusses the difference between service marketing and product marketing. It also discusses what businesses can learn from their competitors.