Chapter: 12th Commerce : Chapter 15 : Elements of Marketing : Recent Trends in Marketing
Service Marketing
Service Marketing
A service is any activity or benefit that one party
can offer to another which is essentially intangible and which does not result
in the ownership of anything like business and professional services insurance,
legal service, medical service etc. Service marketing is a specialized branch
of marketing. Service marketing denotes the processing of selling service goods
like telecommunication, banking, insurance, car rentals, healthcare, tourism,
professional services, repairs etc.,
The service products are mostly intangible,
inseparable from service provider and service variable depending on the mood
swing of service providers perishable in quick time, unstandardisable and
deliverable directly from service provider without inter-median. The unique
characteristics of services marketing warrant different strategies compared
with the marketing of physical goods
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