This document summarizes a chapter about marketing services from a Principles of Marketing textbook. It discusses how services differ from products in being intangible, heterogeneous, perishable, and inseparable in production and consumption. It also covers the four gaps in the Service Gap Model: the knowledge gap between customer expectations and company perception; the standards gap between company standards and delivery; the delivery gap between standards and actual service; and the communications gap between promises and actual service. Finally, it discusses evaluating service quality, setting service standards, overcoming gaps, and service recovery strategies.