Summary

Marketing has been broadened in reeent years to cover services.

As developed countries move increasingly towards a service economy, marketers need to know more about marketing services. Services are activities or benefits that one party can offer to another which are essentially intangible and do not result in the ownership of anything. Services are intangible, inseparable, variable and perishable. Each characteristic poses problems and requires strategies. Marketers have to find ways to make the service more tangible; to increase the productivity of providers who are inseparable from their products; to standardize the quality in the face of variability; and to improve demand movements and supply capacities in the face of service perishability.

Service industries have typically lagged behind manufacturing firms in adopting and using marketing concepts, but this situation is now changing. Services marketing strategy calls not only for external marketing, but also for internal marketing to motivate employees and interactive marketing to create service delivery skills among service providers. To succeed, service marketers must create competitive differentiation, offer high service qualify and find ways to increase service productivity.

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