ABSTRACT
This chapter discusses how the marketing concept and marketing principles apply to universities – producers of a unique product. First, it discusses what a product is by drawing on several definitions that are available. For example, a product is defined as “anything that is offered to a market for consumption (in one form or another) and that satisfies a need” (Silk, 2006). It proceeds to explain how higher education is a special class of products referred to as service. A service is simply defined as an intangible offering that involves a deed, performance, or effort that cannot be physically possessed. A more comprehensive definition refers to service as:
