Service can be defined as any act or performance that one party can offer to another that is essentially intangible and does not result in ownership. Services make up a large and growing portion of economic activity worldwide. There are four main categories of services: service industries and companies, services as products, customer service, and derived services. Service marketing faces unique challenges due to the intangible nature of services, inseparability of production and consumption, heterogeneity of services, and perishability. The 7 Ps of service marketing are price, place, product, promotion, physical evidence, process, and people.