The difference between traditional marketing and service marketing

Marketing activities based on tangible products are called traditional marketing, while marketing activities based on intangible services are called service marketing. The main differences between traditional marketing and service marketing are:

1. Differences in research objects. Traditional marketing takes the overall marketing behavior of production enterprises as the research object, while service marketing takes the behavior of service enterprises and the service links in product marketing as the research object. The marketing behavior of service industry is different from that of general production enterprises.

2. Service marketing emphasizes the management of customers. The service process is a unified process of service provision and service consumption, and the service provision process is also a process of customer participation. Therefore, service marketing must bring customer management into the track of service marketing management, and carry out targeted marketing according to customers' expectations for services. Traditional marketing emphasizes taking market consumers as the center and meeting consumers' needs, which is general, so it does not involve the specific content of customer management.

3. Service marketing focuses on quality control. The reason why quality control is one of the important issues that distinguishes service marketing from traditional marketing is that service quality is difficult to be measured by uniform quality standards like tangible products, and its shortcomings and deficiencies are not easy to be found and improved. Therefore, we should pay attention to the process control of service quality, including establishing service standards and norms, paying attention to the selection and training of personnel, strengthening communication with customers and properly handling customer complaints.

4. Service marketing emphasizes internal marketing management. The service process is the process of extensive contact between service personnel and customers. The quality of service experience depends not only on the quality of service personnel, but also on business processes and customer behavior. Employees and customers are important components of service quality, so we attach great importance to the study of people. Traditional marketing will also involve people, but people in traditional marketing are only the undertakers of commodity trading, not the components of the product itself.