Marketing

of service

Definition
A service is any act or
performance that one
party can offer to
another that is
essentially intangible
and does not result in
the ownership of
anything . Its production
may or may not be tied
to the physical product

Sectors of service
industries
Government sector : courts ,
employment service, hospitals , loan
agencies , military service , police , fire
department, post office , regulatory
agencies and schools.

Private Non-Profit sector

:museums , temples , charities ,
collage, foundations, hospitals, etc.

 Business sectors: Airlines, banks , hostels ,

insurance , law firm , management consultants, medical
practice doctor , movies companies , plumbing service
,real estate agents, etc.

Manufacturing sector: computer operators,

accountants and legal pros.

Service factory- support to goods factory

Categories of service
mix
Pure tangible goods

: tangible
goods like soap ,toothpaste , salt ,etc. No
service goes with tangible goods.

Tangible goods with

accompanying service: sell
service for profit is motive technology
based product demand service .

 Hybrid :combination of goods and service

example: Hotel good service ,prompt service

Major service with minor goods

and service: Airlines provide punctual travel
but also food ,drinks and reading material like
magazines and newspapers.

Pure service: primarily marketing and service

cruch , physic therapy , massage and spa , beauty
clinic ,weight loss and body shape , etc.

Goods-to-service
mix
Equipment based v/s people based
: Equipment based like car service, etc. and
People based like house keeping
,accounting ,house help , theme party.

Client presence : A heart surgery need

patients presence but a car service may not .
Beauty clinic needs customer presence and
provides goods good ambiance.

 Personal needs vs. business needs: A

doctor provides a different package for a private
patient vs. A corporate patient under mediclaim
program.

profit vs. non profit service : A private

hospital with profit motive offer different service
vs. A charitable hospital with public welfare
motive.