What is the single, essential difference between a product and a service?

Marketing myopia

(1) What is the single, essential difference between a product and a service? Give an example of an enjoyable, satisfying experience that you’ve recently had with a real marketing company. [In other words, name the company; give a short summary of what the transaction involved; and briefly explain why you had a satisfying, or even enjoyable experience with this company.]

(2) What is meant by the term “marketing myopia”? Find your own example (NOT from the textbook) of a current or past company that you think suffers (or has suffered) from competitive myopia. Motivate why you chose this company as an example.
(3) Identify at least three challenges marketing communications face.
(4) Identify at least four emerging, worldwide trends that are changing the marketing landscape and challenging marketing strategy.
Preferred reference books

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