Services marketing refers to the marketing of intangible products or services rather than physical goods. Here are some key characteristics of services marketing:
Intangibility: Services are intangible, meaning they cannot be touched or felt before purchase. This makes their marketing challenging as they often rely on promises and perceptions.
Inseparability: Services are often produced and consumed simultaneously, meaning the service provider and the consumer are often involved in the creation and delivery process.
Variability: Services can vary in quality and consistency, which can be influenced by factors such as the service provider’s skills, mood, or even the customer’s mood and expectations.
Perishability: Services cannot be stored or inventoried; they must be consumed at the time they are produced, which can lead to fluctuations in demand and supply.
Heterogeneity: Services are often customized or personalized to meet individual customer needs, making standardization difficult.
Comparing Services Marketing with Product Marketing:
Tangibility: Product marketing deals with tangible goods that can be seen, touched, and tested before purchase, whereas services marketing deals with intangible offerings.
Production and Consumption: Products are usually manufactured separately from their consumption, whereas services are often created and consumed simultaneously.
Customer Experience: Services marketing often focuses more on the customer experience and interactions due to the direct involvement of the service provider, whereas product marketing may emphasize features, functions, and physical attributes.
Examples:
Product Marketing Example: Apple marketing its iPhone. The focus is on features, design, and physical attributes that appeal to the consumer’s senses.
Services Marketing Example: Airbnb marketing its platform. Airbnb markets the experience of staying in unique accommodations and the ease of booking, focusing on customer reviews and personalized service experiences rather than a physical product.
In summary, while product marketing revolves around physical goods and their tangible attributes, services marketing is centered on intangible services, customer experience, and the direct interaction between the service provider and the consumer.