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?

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Lorraine Caplan | College Teacher | (Level 1) Educator Emeritus

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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. 

 

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