Running Head: Service Marketing Vs Product Marketing 1

Title: Service Marketing Vs Product Marketing

Rajasekhar Nalabothu

August 25, 2020

Marketing Management

Campbellsville University
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Service Marketing Vs Product Marketing

Summary

There are mainly two types of marketing concepts. They are named as –Service marketing and Product

marketing .The Service marketing refers to the marketing of the services .Whereas Product Marketing refers to

the marketing of goods and services. By services, we usually mean the intangible force. In case of services the

production, distribution and the consumption takes place simultaneously. The services vary from place to place.

It is perishable in nature. On the other hand, product marketing as the name suggests refers to mainly the

marketing of products and goods. The nature of the products and goods are tangible.
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Service Marketing Vs Product Marketing

Table of Contents
Introduction................................................................................................................................4

Service Marketing..................................................................................................................4

Product Marketing..................................................................................................................5

Service Marketing Vs Product Marketing..............................................................................6

Conclusion..................................................................................................................................7

References..................................................................................................................................8
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Service Marketing Vs Product Marketing

Introduction

The Service Marketing plays an important role in marketing. In this type of marketing, customer

services play an important role. A customer service plays an important role in the marketing of the services.

They are highly interactive in nature. The interaction between the customers and the company takes place in the

nature of the price of the service. The product marketing on the other hand plays an important role. It is a

process of promoting and selling of goods and products. It acts as a link between product development and

product awareness. Both the concept has their own negative and positive sides (Rui, 2019).

Service Marketing

The Services Marketing Concept is another concept applied by a company .This is a concept, which

majorly focuses on ensuring effective services to the ultimate consumers. Using this marketing system requires

carefully evaluating multiple alternatives, choosing the right activities for specific markets, anticipating

challenges, adapting to these challenges, and measuring success (Yadav, & Rai, 2019). A marketing company

can choose to follow a strategic management process called the PRICE concept, where they:

 P: planning about the services to be offered.

 R: create a full research regarding the services to be offered to the customers.

 I: implement the plan, which has been designed by the company.

 C: having a control in all the plans and policies used by the tourism company for marketing.

 E: evaluation of the final execution of the plan.

The features of this Marketing Concept are as follows:

1. This concept helps in the retention of the customers in the company.

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Service Marketing Vs Product Marketing
2. This concept is dynamic in nature. It can be applied to any organization irrespective of the size, type and

nature of the business undertakings.

3. It is a low cost marketing concept used by the company .Both small and medium type of company can apply

this concept.

4. The success rate of this concept is very high (Rather, 2019).

Product Marketing
Product Marketing refers to the promotion and selling of goods and products. It mainly consists of 4 p’s

namely –Product, Price, Place; Promotion.Product refers to the good that are going to be offered to the

customers. It consists of the description and full details regarding the products. Mainly the uses, functions of the

products. Next price refers to the value of exchange between the goods and the customers. Place refers to the

area of transportation of goods and products. Moreover, the place of transportation should be near the

customers. The features of product Marketing is as follows:

1. Mainly emphasises on products.

2. The success rate of this concept is also high.

3. This concept is cost effective.

4. It plays an important role in creating a link between product and the customers.

5. It is the most widely used concept in marketing.

6. It is suitable for both small as well as large-scale organization.

7. Plays an important role in the marketing of products.

Service Marketing Vs Product Marketing

Service Marketing and Product Marketing are important concepts of marketing. Both the concepts play an

important role in the marketing of products and services. There is a wide range of difference between Service

Marketing and Product Marketing .These can be illustrated as follows:

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Service Marketing Vs Product Marketing
 Service marketing is customer service oriented .Whereas on the other hand Product Marketing is goods

oriented (Mall, 2019).

 The main goal of service Marketing is providing service to the customers. On the other hand, Product

Marketing aims at selling of products and goods.

 Product Marketing mainly sells value .On the other hand Service marketing sells relationship.

 In Service marketing there are 8 P’s and in Product Marketing there are 4P’s.

 In Service, marketing there is a transfer of services to the customers. Whereas, in Product Marketing

products come to customers.

 In Service, marketing services cannot be returned and in Product Marketing, products can be returned.

 In Service marketing, services are intangible and in Product Marketing, products are tangible.

 In Service, marketing services can be customised according to the taste and preference of the customers

and in Product Marketing, the products cannot be customised according to different customers.

Conclusion

The Marketing concepts namely –Service marketing concept and Product marketing concept major

success has been achieved by the company. The circumstances can be narrated as follows .Firstly , after the

adoption of the service marketing concept it was seen that when the company tried to fulfil its responsibility

towards the society .The company gained huge amount of goodwill in the society .Moreover , after the

adaptation of this marketing concept a good name of the company was created in the market. The second

situation of success that was achieved by the company was that after providing good after sale services the

company has increased in the number of customers .As compared with the last years number of customer, this

year there was a wide increase in the customer (Khatab, Esmaeel, & Othman, 2019).
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Service Marketing Vs Product Marketing

References

Khatab, J. J., Esmaeel, E. S., & Othman, B. (2019). Dimensions of service marketing mix and its effects on

customer satisfaction: a case study of international Kurdistan Bankin Erbil City-Iraq. TEST Engineering

& Management, 4846, 4846-4855.

Mall, A. (2019). Service marketing stratgies in India. TRANS Asian Journal of Marketing & Management

Research (TAJMMR), 8(3and4), 24-28.

Rather, R. A. (2019). Consequences of consumer engagement in service marketing: An empirical

exploration. Journal of Global Marketing, 32(2), 116-135.

Rui, X. (2019). SERVICE MARKETING RESEARCH BASED ON SOSTAC STRUCTURE-BELFAST

ZOO. European journal of economics and management sciences, (3).

Yadav, M. K., & Rai, A. K. (2019). An Assessment of the Mediating Effect of Customer Satisfaction on the

Relationship Between Service Quality and Customer Loyalty. IUP Journal of Marketing

Management, 18(3), 7-23.