---
title: "Good Products Plus Good Service Is the Most Powerful Marketing (with Practical Cases)"
description: "Marketing is the process by which enterprises discover or tap consumer needs, seize market demand and desire, and promote and sell products through creating an overall atmosphere and shaping their own product forms. Its essence is to grasp customer needs and quickly commercialize them, with the goal of generating sustainable revenue. All commodities consist of tangible products and intangible services. For a company, the most powerful marketing is to organically combine the two, ensuring that customers' perceived value is fully realized."
author: "师顺宽"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-04-07"
language: "en"
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# Good Products Plus Good Service Is the Most Powerful Marketing (with Practical Cases)

> Marketing is the process by which enterprises discover or tap consumer needs, seize market demand and desire, and promote and sell products through creating an overall atmosphere and shaping their own product forms. Its essence is to grasp customer needs and quickly commercialize them, with the goal of generating sustainable revenue. All commodities consist of tangible products and intangible services. For a company, the most powerful marketing is to organically combine the two, ensuring that customers' perceived value is fully realized.

Marketing is the process by which enterprises discover or tap consumer needs, seize market demand and desire, and promote and sell products through creating an overall atmosphere and shaping their own product forms. It mainly involves digging deep into the product's connotation, aligning with the target consumers' needs, and thereby enabling consumers to deeply understand the product and then purchase it. The essence of marketing is to grasp customer needs and quickly commercialize them. The purpose of marketing is to generate sustainable revenue.
All commodities are composed of two parts: tangible products and intangible services. For a company, to do marketing well is to sell its own products and services. Of course, if a company can sell more products than others, it will make more profit than others. The prerequisite is to highly enrich the "value" that consumers demand. The best way is to organically combine tangible products with intangible services. Only by achieving this can marketing be most powerful and the company remain invincible in the future. (Note: In this article, customers include all levels of channel members and consumers.)
**What is a good product?**
When consumers purchase a product, they are actually buying its "value," not the product itself. If consumers cannot perceive the product's value, they will not buy it. Therefore, a good product must possess the following characteristics.
**01 Product positioning resonates with consumers.** That is, making a proposition to consumers that clearly states the benefit they will get from purchasing the product; this proposition must be unique to the brand, one that competing brands cannot or have not proposed; it must be attractive enough to move a wide range of consumers and induce them to buy.
**02 Product presentation has sufficient appeal and impact.** This means that the product's name, concept, packaging design, and the copy, symbols, images, colors, etc., on the packaging can attract consumers' attention and interest (self-generated traffic) and stimulate impulsive purchases. Simply put, consumers like it at first sight and want to buy it.
**03 Brand endorsement has sufficient trustworthiness.** Brand endorsement is a trust certificate that guarantees brand credibility, a basis for proving brand trustworthiness, a trust certificate issued for the brand, and a trust seal stamped on the brand. It includes the brand's origin, the company's position in the industry, certifications from authoritative institutions, etc. In general, any combination of information that builds trust for the brand is brand endorsement.
**04 Word-of-mouth marketing has sufficient driving force.** That is, after a trial purchase, consumers will make repeat purchases, and not only buy themselves but also encourage friends and relatives to buy, forming good word-of-mouth communication.
A good product first relies on "trial purchase" and then on "repeat purchase." If there is no trial purchase, it must be a problem with product positioning or presentation; if there is no repeat purchase, it must be a problem with product quality or service quality.
During periods of rapid economic growth, due to supply-demand relationships, many brands held an advantage in sales, so the quality of service did not affect company performance. However, today's supply-demand relationship has changed. Good service now plays a pivotal role in marketing. Good service is a weight in marketing competition. For a company, only good products plus good service constitute the most powerful marketing.
**What is good service?**
It is when the customer's "post-purchase evaluation" is higher than their "pre-purchase expectation."
If the actual evaluation after purchase is higher than the pre-purchase expectation, it means the product and service have been recognized, and customers feel they got more than their money's worth, so they will naturally repurchase and become repeat customers.
If the actual evaluation after purchase is lower than the pre-purchase expectation, it means the product and service are deficient, and it becomes a "one-off deal."
If the actual evaluation after purchase is equal to the pre-purchase expectation, customers may continue to consume when there is no competitor, but once a competitor enters, they may switch.
**What are the main factors affecting customers' "pre-purchase expectations"?**
**01 Advertising and publicity**
For example, when customers see the company's products and services introduced in newspapers, magazines, or television, they understand that this company can provide such products and services. Therefore, customers' "pre-purchase expectations" are largely influenced by the company's advertising and publicity.
The essence of publicity is to make customers believe in the company, not to blindly exaggerate and hawk. All publicity activities should revolve around the company's actual strengths, and should be just right—achieving the purpose of promoting oneself and attracting customers while leaving some room for later work, so that customers genuinely feel that cooperating with you is more than worth it.
If the actual product quality and service level do not meet expectations, customers' expectations will instantly vanish, followed by distrust of the company. Worst of all, these customers spread their experiences, causing negative public opinion. For an enterprise that needs to establish a good reputation among a wide range of customers, such public opinion is like a bombshell. Therefore, excessive publicity may have a counterproductive effect, putting enormous pressure on the company and leading to distorted development.
**02 Sales personnel's selling**
Customers form a rough impression of the company based on what salespeople say, thereby forming "pre-purchase expectations" for the company's products and services.
Services are mostly provided by people, which gives companies a complex problem. Both the provider and receiver of services are specific individuals. Improving service quality is a process of improving the overall quality of service providers, which is much more difficult than improving product quality in workshop production.
When considering and analyzing how to improve service quality, everyone from top management to ordinary employees should improve their overall quality. To remain invincible in fierce market competition, a company must first deeply understand what customers want, i.e., their "pre-purchase expectations." After clearly identifying these needs, the company should formulate specific service standards and norms, turn them into employee handbooks, have every employee learn them, strive to improve each employee's professional skills, and gradually establish a "customer-centric" concept in practice.
**03 From the company's existing customers**
Existing customers' evaluations of the company will have a far-reaching impact on other customers. Because "advertising and publicity" and "selling activities" are done by internal personnel, insiders naturally do not speak ill of their own company. Customers accept this information with skepticism. In this situation, external evaluations play an important role, especially for customers who are hesitating. Good word-of-mouth is often more persuasive than company publicity and salespeople's explanations.
**[Case]** A company hired a large number of salespeople to strengthen its sales department, but in the overall performance evaluation, it found that three people had particularly high customer churn rates. Later, during business analysis, management discovered that the reason for their poor performance was that they always exaggerated the company's service scope without limits. They had a common trait: no matter what customers said or requested, they would promise without thinking.
This working style did win them more customers and performance than other businesses in the first six months. But after six months, as more customers realized that the company's services could not meet the standards promised by the salespeople, the three people's performance began to decline sharply. Eventually, they became the worst performers in the company. Moreover, the customers lost from them brought enormous negative public opinion pressure, causing a trust crisis.
From this case, it is easy to see that the essence of publicity is to make customers believe in the company, not to blindly exaggerate and hawk to attract customers. As the old saying goes, "Good wine needs no bush." High-quality service is not bragged about by a silver tongue; only strength can win trust.
**04 Personal experience**
This is also the most influential factor in forming "pre-purchase expectations," namely the customer's own past experiences.
**[Case]** Last time I went to observe a company's base market. When communicating with the company's salesperson on site, he spoke eloquently, clearly, and richly, seeming to know everything about market development and maintenance, terminal control, brand promotion, etc., and also about supermarket, famous cigarette and liquor store, and hotel operations. I almost doubted he was not a salesperson but a sales expert. That salesperson was really impressive. We talked for over two hours, during which he almost exclusively taught me methods and strategies for terminal stores to make money. I had a very good impression of him. He was neatly dressed, spoke very reasonably, was very clear, and had a humble attitude. I almost didn't want to speak but just keep listening. Honestly, he wasn't selling me a product; he was creating value for me. Dealing with such knowledgeable salespeople, it's hard not to make money!
In summary, building a company's marketing network, including advertising and sales promotion, is not accomplished overnight. The company should accurately assess its own strength and, preferably during the product's introduction and growth stages, establish its marketing network in a planned and step-by-step manner. To judge whether a company's product and service quality is good, the method is simple: if the product and service quality are very good, they will naturally be accepted by the broad customer base; if the service is poor, no matter how much publicity is done, it will be eliminated by fierce market competition. This is the law of the market economy.
**Source: Snack Reference (ID: lsck360)**
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