The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 words

The Four Service Marketing Myths - Essay Example The essay "The Four Service Marketing Myths" talks about the line between services marketing and goods marketing and depicts that both need various types of marketing strategies to be applied to them. Early marketing concepts are discussed and what views were for separating goods from services. Services marketing have their own divisions. Authors have made a line between services marketing and goods marketing and depict that both need various types of marketing strategies to be applied to them. The bottom line is that services should not be kept apart from goods, the definition of goods and services are being revamped. The myths of manufacturing based perspective from the marketing based perspective are being discussed in the case considering the four characteristics; intangibility, inseparability, heterogeneity, and perishability. The focus is towards investing their normative implications from a negative perspective towards a positive one. A more unified knowledge of exchange can b e formed without separating goods from services and only focus on the central role in the exchange. The different definitions given by the various authors in defining the goods and services separately have been discussed in the case on the basis of their tangibility and intangibility features in most cases. The end result that these definitions can be misleading because both goods and services are nested into each other and they don’t come up to be valid when dealing with the manufacturing and the marketing perspective.