Final answer:
The characteristic that makes services differ from product marketing is variability, due to the human element in service delivery which can lead to fluctuations in quality. Unlike tangible product features, services can vary each day based on the personal performance of the provider, like a waiter's varying service quality. Advertising also shapes customer perceptions of both products and services, contributing to brand reputation.
Step-by-step explanation:
One of the characteristics that makes services different from product marketing is the fact there is tremendous variability in delivery based on how the provider is performing the task at different times. The inclusiveness of services like free delivery, satisfaction guarantees, and offers such as loans can differentiate a product, adding to its intangible aspects.
However, in the context of services rendered, the variability emerges from the human element involved in service delivery, such as a waiter's performance varying from day to day. While a product may have a consistent set of physical attributes, a service's quality can fluctuate since it is not tangible and depends heavily on personal performance and circumstances at the time of delivery.
Moreover, advertising can influence customer perceptions, creating preferences for certain services or products based on brand reputation or perceived quality, which are in themselves intangible factors. It is important to recognize that while a physical product can be evaluated based on concrete attributes, a service is experienced and its evaluation is subject to the dynamism of human interaction and personal delivery.