Identify the differences between product and service marketing.For example, how does Ashford market its services (education) differently than businesses offering products such as retail stores?
There are several differences between marketing goods and marketing services. One is that we are marketing something intangible when we market a service, something the consumer cannot put his or her hands on, for example, banking services, life insurance, or education. That can make for a difficult "sell." Another significant difference is that services are often consumed immediately, so marketing them eliminates the possibility of "displaying" them. How do you market a haircut? A third difference is that services are often a function of geography because consumers do not generally travel very far for them. This limits service markets significantly and consequently affects one's marketing strategies. Finally, marketing depends a great deal on getting feedback, and it can be difficult or impossible to rate the satisfaction of the consumer in getting the service.