Differes product marketing services marketing
For Kotler and Keller (2016), "A product is anything that can be offered to a market […] including physical goods, services […]" . Guiding us from this perspective, the marketing of products such as service would have to be similar in their way of acting before the market. Also, many products have services within their value proposal;As well, many services have products to take to their brands. However, the position I will take will be that product marketing.
While we start since both products, whether tangible or intangibles have been created and were born from the need in the market. If we focus on services, they generate complexity when creating marketing strategies that drive their consumption. This is because they are intangible products and it is not something that can be seen or clarified by their operation in sight. It is from here where the first contacts with the client are established by making the experience of undergoing this service so good that it can be evaluated as a tangible product. Great example of this is Disney that within his proposal of a magical world with his great attractions they make experiences that go beyond the physical.
In contrast to tangible products, to judge a service, other types of methods are used from where the customer can be carried away to determine whether the service is good or not. As Kotler and Keller (2016) mention, “it is necessary to invest in good contracting and training practices” (Page 404). That is why service companies such as Emirates Airlines whose cabin staff to get where they have had to go through rigorous training so that their behavior and response to most situations that may arise within the trip are impeccable. Or in cases like Latam, who usually sends a survey to your email after having made a flight with them just to evaluate your satisfaction and what they can improve in their service. But all these small details in the quality of the service in most cases will be reflected in the price of this same. Well, for these companies, have the best of the best does not always go as cheap as one awaits.
Likewise, the differentiation in the service market goes hand in hand with the service options or innovation of these same. Continuing with the use of airlines, Latam offers the economic cabin as a base service and if one wishes to carry a suitcase inside the vault, it will have an additional cost as well as snacks, this only in case of national flights. On the innovation side, apps such as Rappi or Glovo, they have made it customers to access restaurants that were not planned to open to offer this service. Even this last example has made some restaurants reach more beginners without having to open a new place, making services benefit from other services.
Like every company today, he knows that the world is being led by technology, innovation and assessment of environmental resources. Before this Kotler and Keller (2016), indicate that in order. 408), is that many service companies have decided to make technology part of them. For example, if one went 10 years ago to Disney at certain points one was going to find a photographer standing waiting to take a photo which was going to take about 10-20 minutes to be able to reveal and give it to you, or you had toBuy Tickets for food, etc.;You practically had to make many efforts to access each service. But today, since you are a client of one of the resorts until you retire has a bracelet which contains an amount of money according to what one is placed inside, this bracelet keeps all your photos electronically and also serves as a ticket in thedifferent attractions of the park. Which has reduced the big queues, the dissatisfaction of the client and above all has increased the enjoyment of experience.
In conclusion, services marketing differs from the marketing of tangible products because it has to demonstrate its potential to customers differently. This makes the level of quality and rigor in each of its parts more delicate and administered in detail to reduce customer dissatisfaction. Services marketing may be more expensive because it is necessary to monitor each point and move forward with the technology, market and vision of customers.
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