Standardisation of service output is almost impossible. The exact type and level or service provided each time that the same service is supplied will differ. The nature of the product or service is also important in citing decisions.

If purchases are based largely on impulse, then high-traffic and visibility are critical. Offerings may be pure goods, pure services, or a combination of both. The first time a customer goes to a bank to deposit money into their account, will be different from the second time they go. A service could be a promise to do someone’s tax return, develop your web site or provide them with a nice room in which to stay. Services cannot be examined prior to purchase, so buyers do not know exactly what they are buying from you. Whether you are selling goods, or selling services, in the end, you are providing benefits to your customer.

Business owners should carefully plan their marketing strategies and performance to keep their market presence strong. Most small businesses don’t have unlimited resources to devote to marketing; however, the SBA wants you to know that you can still see excellent returns while sticking to your budget if you focus on target marketing. A marketing strategy identifies customer groups which a particular business can better serve than its target competitors, and tailors product offerings, prices, distribution, promotional efforts and services toward those segments. Promotion strategies focus on advertising and direct customer interaction. Good salesmanship is essential for small businesses because of their limited advertising budgets. Working through established distributors or manufacturers’ agents is generally easiest for small manufacturers. Successful marketing requires timely and relevant market information.

Generally, higher prices mean lower volume and vice-versa; however, small businesses can often command higher prices because of their personalized service.