Some common misconceptions about marketing in service companies include the belief that marketing is only about advertising and sales, and that it's a separate department within the company. In reality, marketing encompasses all activities that help to define, present, and improve the services being offered. It's not just a department, but a mindset that should permeate the entire company. Another misconception is that current service levels are always inadequate. While there's always room for improvement, it's important to objectively evaluate the effectiveness of current efforts rather than assuming they're not good enough.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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