Pemasaran Produk VS Jasa

Summary

In this session on Marketing Management, the speaker discusses the key differences between product and service marketing, focusing on their unique characteristics and challenges. Product marketing involves tangible, standardized items that can be stored, while service marketing deals with intangible, perishable, and heterogeneous offerings. The session highlights the 7Ps strategy for services, including People, Process, and Physical Evidence. It addresses challenges like intangibility, inseparability, and variability, offering strategies for service businesses to build trust, ensure consistency, and manage demand. The lecture emphasizes the importance of customer experience and employee reputation in service marketing.

Takeaways

• 😀 Products are tangible, can be stored, standardized, and have separate production and consumption processes.
• 😀 Services are intangible, cannot be stored, and are consumed simultaneously with their production.
• 😀 The key difference between product and service marketing lies in the tangibility and the ability to store or standardize the offering.
• 😀 Services are more heterogeneous, meaning quality can vary greatly depending on who provides the service and when.
• 😀 In product marketing, the focus is on the 4Ps (Product, Price, Place, Promotion), with emphasis on product features and distribution.
• 😀 Service marketing involves a 7P strategy, including People, Process, and Physical Evidence, in addition to the core 4Ps.
• 😀 In service marketing, customers cannot evaluate the service in advance, so trust, testimonials, and brand image are crucial.
• 😀 Services face challenges related to their intangibility, inseparability, variability, and perishability, requiring different marketing strategies.
• 😀 Inseparability in services means the customer directly interacts with the service provider during production, which influences the quality of service.
• 😀 Employee training and motivation are essential in service marketing, as employees play a direct role in customer satisfaction and service delivery.
• 😀 Managing service variability involves ensuring consistency in service quality, even when it cannot be standardized like products.
• 😀 Service businesses need to carefully manage demand, as services are perishable and cannot be stored. Strategies include reservations and offering discounts during slow periods.

Q & A

What is the primary aim of the lesson discussed in the video?

The primary aim of the lesson is to understand the difference between product and service marketing, to identify the challenges in service marketing, and to learn how to develop effective strategies for marketing services.

How does the concept of product differ from service in marketing?

A product is tangible, meaning it can be seen, touched, and stored, while a service is intangible, meaning it cannot be physically seen or touched and is consumed at the time of production.

What are the key characteristics of a product as discussed in the video?

The key characteristics of a product are tangibility, the ability to be stored for later consumption, standardization, and the ability to separate production and consumption.

What are the defining characteristics of services in marketing?

The defining characteristics of services include intangibility (cannot be physically touched or seen), perishability (cannot be saved), inseparability (production and consumption happen simultaneously), and heterogeneity (variability in quality across service experiences).

How do product and service marketing strategies differ?

Product marketing typically focuses on the 4Ps (Product, Price, Place, Promotion), whereas service marketing expands this to 7Ps by adding People, Process, and Physical Evidence, due to the unique challenges posed by intangibility, inseparability, and variability in services.

Why is it harder for customers to evaluate services before purchase?

It is harder for customers to evaluate services before purchase because services are intangible, and customers cannot know for sure whether the service will satisfy their needs until after experiencing it.

What strategies can businesses use to build trust in service marketing?

To build trust in service marketing, businesses should focus on providing a satisfying customer experience, maintain a positive reputation, use customer testimonials, and offer guarantees (e.g., money-back guarantees) to reduce uncertainty for potential customers.

Why is employee performance critical in service marketing?

Employee performance is critical because employees in service businesses often directly interact with customers, and their behavior and professionalism can significantly impact customer satisfaction and the perceived quality of the service.

What are some of the challenges faced by service businesses as discussed in the transcript?

Challenges in service businesses include difficulty in evaluating services before purchase, inseparability of production and consumption, variability in service quality, and perishability, which means services cannot be saved or stored for later use.

How can service businesses manage the variability in service quality?

Service businesses can manage variability by training employees to ensure consistent service quality, implementing standard operating procedures (SOPs), and focusing on the uniformity of service delivery to reduce differences in customer experiences.