Marketing Management: Intangibility and Service Analysis

This report delves into the core differences between services and products in marketing management. It highlights the key distinctions, including intangibility, where services lack physical form, unlike tangible products. The report explores the concept of inseparability, emphasizing the need for customer-producer interaction in service delivery, and contrasts this with the often-independent nature of product consumption. It also discusses perishability, a characteristic of some products, and contrasts it with the non-perishable nature of services. The report then moves on to analyze the marketing challenges associated with intangibility, such as providing physical evidence and enhancing brand recall. It suggests strategies like offering holistic customer experiences and adding value to improve customer perception and recall value, ensuring that service propositions meet customer expectations. The report references relevant academic sources to support its analysis.

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
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1MARKETING MANAGEMENT
Differences between service and product
One of the major differences between the services and products is intangibility. This is
due to the reason that services cannot be felt or touched whereas products are having physical
evidences with touch and feel element. The next difference is inseparability that denotes that in
the case of services, customers and producers should interact in order to have the maximum
benefits while in the case of products, physical interaction is not compulsory. The next difference
is perishability that refers to the fact that some products such as foods are perishable in nature
that should consumed in minimal time (Beuren, Ferreira and Miguel 2013). Services on the other
hand are non perishable in nature and do not follows any time limitations. The last difference is
heterogeneity, which denotes diversity of the products in the same product line while services are
same and similar in the particular sector. Services are not heterogeneous.
Analysis of intangibility
One of the major marketing problems of intangibility is providing the physical evidence
to the customers. Thus, the marketers have to depend on providing the favorable experience to
the customers in substitute of the physical evidence. In addition, due to the lack of physical
evidence of services, brand recall is also low compared to the products (Moon 2013). In this
case, offering holistic experience to the customers along with including added values will help in
enhancing the recall value for the customers. This will ensure that value propositions from the
service are at par to the desired expectations of the customers.

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Reference
Beuren, F.H., Ferreira, M.G.G. and Miguel, P.A.C., 2013. Product-service systems: a literature
review on integrated products and services. Journal of cleaner production, 47, pp.222-231.
Moon, Y., 2013. The tangibility and intangibility of e-service quality. International Journal of
Smart Home, 7(5), pp.91-102.