Services Marketing

As it relates to the marketing of the offering, what are some of the most important distinctions between
marketing a tangible (physical) product as opposed to a service? Discuss in general, what the marketing
manager needs to keep in mind when marketing a service.
Differentiation
What are some of the difficulties involved in differentiating a service vs. a tangible product?
Branding
What are some issues that marketing managers face when branding a service? How do they use the brand
elements differently as opposed to marketers of physical
products?
Service Quality Model
Take a look at the Service-Quality model as shown on page 373 of the textbook. Using this as a framework,
identify "Gaps" that you yourself have experienced in encountering service companies, or companies selling
physical products but have a service-related component to them (e.g. Appliance manufacturer w/ after-market
service). Discuss/Explain what you encountered with that organization. What solutions would you propose to
the company, had they asked.
Post Sales
The more complicated a product (computers, appliances, automobiles, etc …) the likelier it is that the marketer
will have a comprehensive post-sale (after your purchase) service program. How are marketers using Social
Media to keep you loyal?