Service Marketing
Services marketing is marketing based on relationship and value. It may be used to market both a service and a product. Marketing a service-base business is different from marketing a goods-base business. The major differences of a service from a product includes the lack of ownership, intangibility, inseparability, perish ability and heterogeneity. Service cannot be stored like most products which can be touched or held. Service cannot be separated from and returned to the provider. It can only last for a specific time. Service will always be unique, different and non-identical.
Marketing concept
In addition to the 4Ps (product, price, place and promotion), service marketing mix has people, physical evidence, process. Servicescape or the aesthetic appearance of the business environment and employees are important in service marketing. As companies and organisations move towards service-oriented offerings, they begin to popularize service marketing strategies. In fact, tangible goods are marketed based on their intangible benefits. Revlon Inc. for example sells cosmetics in factories, but it sells hope in stores.
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