Why is it said that marketing of services is more challenging than that of marketing of products?
Answers
A product is tangible. It’s defined as any item you can touch. It has packaging and usually a shelf life.
But defining services is more difficult. They may not be the same for every customer every time they are bought. Think about flights. Ticket prices constantly change along with the level of service. The service on one flight could be entirely different from another with the same airline.
If you ask two people about flying a particular airline you’ll hear a horror story from one and great things from the other.
There are 3 Ps in services that differentiate them from their product counterpart. No, none of them are part of the marketing mix (Product, Price, Place, Promotion), although still relevant. Marketing Teacher.com, Valarie Zeithamal, a pioneer in services marketing, states the 3 P’s related to services marketing mix as physical evidence, people, and process.