Service marketing has emerged as an important branch of marketing that deals with the marketing of services like transportation, communication, insurance, and banking. Services have unique characteristics such as intangibility, inseparability, heterogeneity, perishability, and ownership that distinguish them from goods. The marketing mix for services includes the 7Ps - product, price, place, promotion, people, physical evidence, and process. People refers to how customer-facing staff are dressed and behave. Physical evidence includes tangible representations of services. Process is the actual procedures used to deliver the service.

1. SERVICE
MARKETIN
G
VARGHESEKUTTY CB
varghesekutty997@gmail.com

2. WHAT IS
SERVICE
MARKETING?
Services marketing has emerged as an important
branch of marketing.
It is the market where services such as
transportation , communication , insurance,
hospital, banks , etc.
Services institutions have come up to provide
these services to the people marketing of
services products to the needy consumers is
termed as services marketing .

3. NATURE OF
SERVICE
MARKETING
• Intangibility - They cannot be seen ,tasted ,or
touched.
• Inseparability - very often service cannot be
separated from the person who provides it.
Services are produced and marketed
simultaneously.
• Heterogeneity - services are heterogeneous
in character. Services cannot be standardized
as in the case of tangible goods.

4. CONT.
• Perishability - services cannot be stored as in the case
of goods . Once used services cannot be stored ,saved
and returned.
• Ownership - a service is an activity or benefit that one
party can offer to another that it is essentially
intangible and does not result in the ownership of
anything.
• Simultaneity - services don’t move through the
channel of distribution.

5. CONT.
• Quality Measurement – we can’t measure the
quality of service in terms of service level. We can
determine the level of satisfaction at which the users
are found satisfied.
• Nature of Demand – the demand for services are to
be found in fluctuating nature. When the peak season
for a service arrives we can see the demand for the
service increases and vice versa.

6. SERVICE MARKETING MIX
Services have unique characteristics that distinguish them from goods.
Booms and Biter have suggested three additional Ps of service marketing :
People , Physical Evidence and Process. Different elements of services
marketing mix are;
+

7. PRODUCT
Product refers to
the services
provided to the
customers.
Eg: In case of
hotel room
services.
PRICE
Price of a product
includes actual
cost, process cost
and profit.
Eg: various
charges on
travels, banking
etc..
PLACE
Accessibility relates
not just to physical
accessibility but to
other means of
communication and
contact.
Eg: Insurance
providers, hotel
PROMOTION
Advertising
Direct marketing
Internal
marketing
PRODUCT MARKETING MIX

8. PEOPLE
How the people are
dressed, their personal
appearance, their attitudes
and behaviours all
influence the customers
perception of the services.
Eg: chief in hotel
PHYSICAL EVIDENCE
This includes all the tangible
representations of the services
such as letter heads, business
cards etc..
Eg: A physical evidence mix
of a premium saloon will
include staff uniform,
spraying…
PROCESS
It refers to the actual
procedure and flow of
activities by which the
services is delivered.
Service delivery should be
simple and less time
consuming.
Eg: Procedure for
consulting the manager in
a bank.
3 P’s
SUGGESTED BY BOOMS & BITER

9. VARGHESEKUTTY CB
varghesekutty997@gmail.com