1. Service Marketing
Presented By:
Vikash K Giri

2. Service Marketing
• The American Marketing Association defines services as -
“Activities, benefits and satisfactions which are offered for
sale or are provided in connection with the sale of goods.
• Service marketing is marketing based on relationship and
value. It may be used to market a service or a product.

3. Types of Services
• Core Services: A service that is the primary purpose of the
transaction. Eg: a haircut or the services of lawyer or teacher.
• Supplementary Services: Services that are rendered as a corollary
to the sale of a tangible product. Eg: Home delivery options offered
by restaurants above a minimum bill value.

4. Difference between Goods and Services
Goods Services
A physical commodity A process or activity
Tangible Intangible
Homogenous Heterogeneous
Production and distribution are
separation from their consumption
Production, distribution and
consumption are simultaneous
processes
Can be stored Cannot be stored
Transfer of ownership is possible Transfer of ownership is not possible

5. Challenges For Services
• Defining and Improving Quality
• Communicating and Testing new services
• Maintain a constent image
• Setting Prices

6. Marketing Services
The Additional 3 Ps of Marketing Mix
• Physical Evidence
• Process
• People

7. Implications
• Difficult to synchronize supply & Demand with
Services.
• Services cannot be Returned or Resold.

8. Examples of Service industries
• Health Care
• Professional Services
• Financial Services
• Hospitality
• Travel
• Others: (PCI, Consulting , etc.)

9. Thankyou