Service companies often face several challenges in marketing their products. One of the main challenges is the abstract nature of services, which makes their effectiveness and value hard to measure from a customer's perspective. This requires a completely different approach than marketing and selling a physical product. Other challenges may include the difficulty of demonstrating the service before it is purchased, the intangibility of services which can make them hard to understand or evaluate, and the fact that the quality of service can vary greatly depending on who delivers it and when and where it is delivered.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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