This document provides an introduction to services marketing. It defines services as intangible economic activities that are not stored and do not result in ownership. Services make up one of the two key components of an economy, along with goods. Services are often difficult to identify because they are closely associated with goods. The document discusses some of the key characteristics of services, including intangibility, inseparability, perishability, variability, and the lack of ownership. It provides examples of common service industries like healthcare, banking, and hotels. Finally, it outlines several ways of classifying different types of services.

1. BY
Presentation
Rahul Singh tiwari
On
Introduction of
services marketing

2.  Services are actions or an action that someone
does for you. Service is an economic activity that
is intangible, is not stored and does not result in
ownership.
 Services are one of the two key components of
economy the other being goods.
 Sometimes services are difficult to identify
because they are closely associated with a good.

3.  Services are a combination of deeds, process and
performance which may or may not produce final
tangible outcome and do not result to any transfer
of ownership.
 According to William j. Stanton ‘‘services are
identifiable, intangible activities that are the main
object of a transaction designed to provide wants
satisfaction to customers’’

4.  According to Philip kotler “any activity or benefit
that one party can offer to another that is
essentially intangible and does not result in the
ownership of anything. It’s production may or may
not be tied to physical product’’.
 Examples: health care, banking, hotel, accounting
etc.

5.  Intangibility
 Inseparability
Perishability
Variability
No ownership

6.  Clients can’t see or touch services before they
purchase them.
 Services are often produced and consumed
simultaneously.
 Communication and testing new services.
 Trust is necessary.
 Setting prices.

7.  Competition is often not who you think.
 Service deliverers often do the selling.
 Passion is necessary yet elusive.
 Proactive lead generation is difficult.
 Coordinating marketing, operations and human
resource efforts.

8.  Producer services and consumer services.
 The magnitude of service in the product.
 Degree of consumer participation.
 Service based on the type of supply.
 Machine oriented and person oriented service.

9.  Classification based on ultimate user.
(a) Consumer
(b) Business to business
(c) Industrial
 Classification based on level of tangibility.
(a) Highly tangible
(b) service linked to tangible goods
(c) Highly intangible
(d) Major service linked with minor tangible goods
services

10.  Classification based on service options
(a) People based service
(b) Equipment based low contact
 Classification based on specialisation
(a) Professional services
(b) Non professional services

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