How does Service Marketing Differ from Product Marketing

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The services industry focus on lifetime customer value obtained through trust is a relatively recent share common trait (Eisingerich &?Bell, 2008) which is ironic because the world's best companies at service, including Fairmont, The Four Seasons, and Marriott Hotels are known for exemplary service and working hard to gain and keep the customers'' trust (Klaus & Maklan, 2007).. What is so much more difficult about services marketing over product marketing is that when promoting and selling the former, there is no actual "product...? to show. The marketing and selling of intangibles must sit on a foundation of trust, for without it, there is no sale and certainly no loyalty. For services marketing the challenge then is to move through the initial education phase of informing prospects what the company can deliver to them and show conclusively, through references, case studies, and even testimonials that their services are really as valuable as they are claimed to be. The rise of reference systems as is seen most predominately on Amazon.com and also on TravelAdvisor.com, in addition to the rise of social media including Facebook and Linked In all point to service marketers needing to pursue higher levels of transparency and also focus on how to attain trust with their customers versus just paying enough attention to them to get the transaction completed, then ignoring them. The bottom line is that there are many differences between services and product marketing and foremost of them is the need for both to gain greater customer trust. For services marketers as the service is intangible, there is a very high need for providing enough relevant examples and references to prove that their services are in fact as valuable as claimed.

References:

Eisingerich,?A & Bell, S?(2008). Perceived Service Quality and Customer Trust.?Journal of Service Research: JSR,?10(3),?256.? Retrieved March 3, 2008, from ABI/INFORM Global?database. (Document ID:?1433202941)

Iyer, G & Sharma, A & Evanschitzky, H?(2006). Global marketing of industrial products: Are interpersonal relationships always critical??Industrial Marketing Management,?35(5),?611.? Retrieved March 3, 2008, from ABI/INFORM Global?database. (Document ID:?1150988361).

Klaus, P & Maklan S.?(2007). The role of brands in a service-dominated world.?Journal of Brand Management:?Special Issue: Brand management and the customer experience,?15(2),?115-122.? Retrieved March 3, 2008, from ABI/INFORM Global?database. (Document ID:?1389481121).[continue]

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