Key Difference – Product Marketing vs Service Marketing
The key difference between product marketing and service marketing is that产品营销与有形,可衡量和可衡量的产品有关,而服务营销与服务有关。但是,产品营销与服务营销之间的差异不仅是指产品和服务之间的差异;它还关心客户的需求如何满足。产品或服务可以孤立地使用,但在大多数情况下,每个产品都可以补充彼此以提供最佳的客户体验。因此,营销产品和服务具有许多相似之处。例如,一家餐厅为产品提供服务,但客户体验产品和服务(用于交付,客户接待,质量和口味的时间)。因此,卖方应始终优先考虑这种互连和依赖性。
What is Product Marketing?
产品营销是指产品生产过程要求(或预见的需求),此后促进和销售该产品。尽管生产实际上与产品管理有关,但需求或需求的识别是产品营销的一部分,其中反馈循环被客户互动所吸收。这就是为什么我们将生产纳入了产品营销的整体情况。产品必须是:
- Tangible
- 坚持
- Replicating ability (repeatability / duplication)
- 可衡量
- 通过数据控制质量
- 可能性的专利
由于我们已经定义并解释了产品的属性,因此我们现在将研究产品的产生方式。产品营销需要解决一些关键问题,以使产品成功:
- 客户需求是我们going to solve? (Product)
- 谁将成为客户?(分割)
- 我们如何与客户联系?(分配)
- 我们的产品价格是多少?
产品营销经理有责任向组织通报客户评论和反馈,这将有助于回答上面列出的问题。产品营销需要了解产品生命周期。每种产品都有预种植,增长,成熟度和衰落阶段。通过理解该周期,可以将产品更换或重组为组织的可持续性。
What is Service Marketing?
Service marketing refers to the origination of a service, promotion and providing customer experience at a judgmental price. Identifying the exact cost to a service is quite difficult, and it will differ from person to person. So, the price is decided by the seller on the grounds of the identifiable cost and estimated workmanship. Time and effort are given estimations. Thus, the price can be classified as judgmental price as the cost can’t be accurate as in products. A service needs to be:
- 无形
- 在互动点消耗
- Difficult to repeat
- 难以申请专利
- Difficult to measure
- An experience for customer
- 与卖方不可分割的
服务营销可以是business to business (B2B) or business to consumer (B2C)。服务营销的示例包括银行,酒店,运输,医疗保健,专业服务和电信。
What is the difference between Product Marketing and Service Marketing?
现在我们将比较产品营销与服务营销之间的对比
定义
产品营销:产品营销是生产需求(或预见需求),促进和销售该产品的产品的过程。
服务营销:服务营销是服务,促销和以判断价格提供客户体验的起源。
Nature of Offering
产品营销:产品营销与有形,可重复的(复制),可测量,质量受数据控制并可能获得专利的产品有关。
服务营销:服务营销与无形的服务有关,在互动时消耗,难以重复,难以申请,难以衡量,为客户提供体验,并且与卖方不可分割。
成本或价格计算
产品营销:The data and quantity will be available for an exact cost of a product. So, it will be easier to markup and set the prices. Furthermore, the price variance between competitors of the same product can’t be substantially different.
服务营销:价格是有判断力的,因为纯服务的确切成本无法识别。因此,服务提供商之间的价格可能存在巨大差异。
购买行为
产品营销:销售的产品可以定位以触发冲动购买。冲动购买是在不预先计划的情况下购买商品;这是一个突然的决定。例如,如果我们通过购物中心吸引我们,我们可以买一件衣服。可能是否需要。购买可能会有理由,例如未来使用。
服务营销:Impulse buying rarely exists. For example, no one will go and watch a movie or go to the bank for a loan without a need. There needs to be a necessity to purchase a service as its spontaneous usage and not intended for future usage. But, in service marketing, the seller can explain the benefits of certain service and persuade the customer to purchase such as insurance.
But, in most instances product marketing utilizes service attributes and service marketing utilizes products for selling. Although we say product marketing, it’s not essentially a pure tangible network and vise-versa. This needs to be clearly drawn attention.
图片提供:Pixbay
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