Certificate in Services Marketing 🔗

Introduction

A lot of developed economies have evolved into a service economy with services like health care, education, and consulting making up a larger part of the overall economy. Marketing such services is an important skill--and a tough one--for businesses to have. Without a tangible product to show and tell customers about, service marketers must be adept at pulling together all the pieces of the marketing mix to create value for their intended consumers. In service marketing, because there is no tangible product, relationships are the key. Service marketers must listen to and understand the needs of customers and prospective customers to build loyalty and trust. Ultimately, effective relationships in service marketing will lead to repeat sales and positive word of mouth. Service marketing involves many touchpoints for the consumer. Interactions with multiple people and experiences that are less tangible than when buying an actual product all impact the consumer's perspective of the purchase process. These touchpoints work together to establish a perception in the consumer's mind.