Learn the differences between marketing a product and a service.
- [Narrator] Marketing professor Phillip Kotler's definition…of services is this, "Products that consist of activities,…"benefits, or satisfactions that are offered for sale…"that are essentially intangible…"and do not result in the ownership of anything."…But of course, nothing's that simple.…There is a product-service continuum…that goes from a pure tangible product,…such as a white good, a tangible product…within a company and service, for example,…maintenance, a service with accompanying…minor goods or services, such as an in-flight meal,…and a pure service, when you're buying expertise…such as legal counsel or accountancy.…
Services marketing has great focus…on customer needs and customer service.…So the real time nature of social media communications…is a huge advantage for service organizations…being able to engage with their audience.…For products, social commerce is still in development.…There are no quick buy buttons…on the social media platforms, but of course,…they're great for displaying products and pushing sales.…
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- Social media marketing for B2B
- Marketing products vs. services
- The buying decision process
- Content marketing
- Social media platforms
- Social media policy
- Measuring success