Service Marketing.....

The fact that services dominate the modern economies of the world; the focus on service as a competitive business imperative; specific needs of the deregulated and professional service industries; the role of new service concepts growing from technological advance and the realization that the characteristics of service result in unique challenges and opportunities.

A broad definition of services as deeds, processes, and performance.

The basic characteristics are the services are intangible, heterogeneous, produced and consumed simultaneously, and perishable(cannot be return or resold). Because of these characteristics, service managers face a number of challenges in marketing, including the complex problem of how to deliver quality services consistently.

Service Marketing.....

"Service includes all economic activities whose output is not a physical product or construction, is generally consumed at the time it is produced & provide added value".

Categories of Services

Service Industries & Companies: All those companies whose core product is service. For example- Hotels, Airways, LIC etc.

Services as Products: Those intangible product offerings that customers value and pay for in the marketplace. For example- IT consultancy services, departmental store services.

Customer Service: The support services provided with the core product by the company is termed as customer service. For example- Services provided on phone, Internet or in person at no extra charge. (BPOs)

Derived service: Charged support service like maintenance and repairs.