The document introduces the services marketing triangle, which consists of internal marketing, interactive marketing, and external marketing. Internal marketing involves training and communication with employees to enable them to deliver the promised service. Interactive marketing refers to the direct interaction between employees and customers. External marketing is aimed at end-users, and involves pricing, promotion, and communication to attract customers and set expectations. The triangle framework can be used to assess a service organization's performance across these three areas and identify strengths and weaknesses.

1. SERVICES
MARKETING
TRIANGLE:
AN INTRODUCTION

2. WWhhaatt aarree sseerrvviicceess??
• For a layperson, services are essentially intangibles. Their
purchase does not result in the ownership of anything
physical.

3. WWhhaatt iiss SSeerrvviicceess MMaarrkkeettiinngg TTrriiaannggllee??
Internal Marketing
Interactive Marketing
External Marketing
CCoommppaannyy
((MMaannaaggeemmeenntt))
“enabling the promise”
Employees Customers
“delivering the promise”
“setting the promise”

4. WWaayyss ttoo UUssee tthhee SSeerrvviicceess MMaarrkkeettiinngg
TTrriiaannggllee
Overall Strategic Assessment
• How is the service
organisation doing on all
three sides of the
triangle?
• Where are the
weaknesses?
• What are the strengths?
Specific Service Implementation
What is being promoted
and by whom?
How will it be delivered
and by whom?
Are the supporting
systems in place to
deliver the promised
service?

5. a External anndd IInntteerraaccttiivvee MMaarrkkeettiinngg
External Marketing : "Setting the Promise"
 Marketing to END-USERS.
 Involves pricing strategy, promotional activities, and all
communication with customers.
 Performed to capture the attention of the market, and interest in
the service.
Interactive Marketing : (Moment of Truth, Service
Encounter)
 This refers to the decisive moment of interaction between the
front-office employees and customers.
 This step is of utmost importance, because if the employee
falters at this level, all prior efforts made towards establishing a
relationship with the customer, would be wasted.

6. IInntteerrnnaall MMaarrkkeettiinngg
• Internal Marketing : "Enabling the Promise"
• Marketing to EMPLOYEES.
• Involves training, motivational, and teamwork programs, and all
communication with employees.
• Performed to enable employees to perform the service effectively,
and keep up the promise made to the customer.
“Viewing employees as internal customers, viewing jobs as internal
products and then endeavoring to offer products that satisfy the
needs and wants of these internal customers while addressing the
objectives of the organisation.”
- L.L. Berry (1981)