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To make a service more tangible for marketing purposes, you can: 1) Use visual aids and demonstrations to illustrate the service process. 2) Provide detailed descriptions and case studies of how the service has benefited past customers. 3) Offer trials or samples of the service. 4) Use customer testimonials and reviews to provide proof of the service's benefits. 5) Highlight the qualifications and expertise of the service providers.
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The early chapters of the book, such as "Surveying and Research: Even Your Best Friends Won't Tell You" and "Marketing is Not a Department" focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Asked on the following book summary:
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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