Service Marketing

SERVICE MARKETING
SERVICE MARKETING
► Customers can buy the skills or services of their employees, like a plumber, a lawyer, or
a consultant, from service-based companies
► Since services are intangible and are different from products you can buy, the ways that
advertisers promote them are also different
► If you work in advertising, learning about services marketing could help you make more
money, get more leads, and make more people aware of your brand.
MEANING
► Service marketing is simply the process of promoting and

selling a service or an intangible good to a specific group of
people
► It is a new way of marketing that has become very popular

and helps companies all over the world promote their services
SERVICE MARKETING
►It looks at how a certain kind of service is advertised in the market.
Though service marketing is a unique idea, it needs a way to represent
goods that can’t be seen (services)
► Service marketing is different from product marketing, which involves
promoting a product that can be seen
► Instead, service marketing involves promoting a service that can’t be
seen but is still sold to customers.
► Services are just things that are given to customers as a commodity
► Customers can choose from a wide range of services
► Eventually, the global sphere has become a service hub that offers many
services to customers all over the world.
EXAMPLE FOR SERVICE MARKETING
1:HEALTHCARE INDUSTRY
• In the healthcare industry, service marketing is essential for providing
quality care, building trust, and enhancing patient satisfaction.
• Marketing efforts typically involve understanding patient needs, promoting
health services, and creating positive experiences.
• This includes effective communication with patients, personalized care
plans, and addressing concerns promptly.
• Healthcare service marketing also encompasses branding, reputation
management, and community engagement to establish credibility and
attract patients.
• Moreover, pricing strategies, insurance partnerships, and accessibility play
crucial roles in healthcare marketing dynamics.
2:HOSPITALITY INDUSTRY
• The hospitality industry in service marketing revolves around providing
experiences rather than tangible products.
• It involves understanding customer needs, offering personalized services,
managing customer interactions, and ensuring satisfaction to build loyalty
and repeat business.
• Marketing strategies often focus on creating appealing branding, effective
communication, online presence, and reputation management to attract
and retain customers.
• Additionally, pricing, distribution channels, and partnerships play crucial
roles in the industry’s marketing dynamics.
3:PROFESSIONAL SERVICES
• Professional services in service marketing involve selling expertise, knowledge, skills, and
experience rather than tangible products.
• These services are often provided by professionals such as lawyers, accountants,
consultants, and architects.
• The marketing of professional services typically focuses on establishing trust, showcasing
expertise, demonstrating value, and building long-term relationships with clients.
• This can involve strategies such as content marketing, thought leadership, networking,
referrals, and personalized communication to attract and retain clients. Reputation,
credibility, and referrals play crucial roles in the success of professional service marketing.
IMPORTANCE OF SERVICE MARKETING
1) A KEY DIFFERENTIATOR
• Key differentiators are essential in service marketing because they distinguish
one service provider from another in the eyes of potential clients or
customers.
• These differentiators highlight the unique value proposition of a service and
help to position it effectively in the market.
• In the competitive landscape of service industries, where many providers offer
similar services, key differentiators become crucial in attracting and retaining
client.
2) IMPORTANCE OF RELATIONSHIP
• Relationships are the cornerstone of service marketing.

• They build trust, foster loyalty, enable effective communication, and provide valuable
feedback for improvement.
• Strong client relationships lead to repeat business, referrals, and a competitive edge in the
market. In essence, prioritizing relationships is crucial for long-term success in service
marketing.
3) CUSTOMER RETENTION
• Customer retention in service marketing is vital for cost-effectiveness, stability, loyalty,

feedback, and competitive advantage.
• It saves on acquisition costs, provides stable revenue, fosters loyalty and advocacy,
enables feedback for improvement, and offers a competitive edge.
TYPES OF SERVICE MARKETING
1) EXTERNAL SERVICE MARKETING

External service marketing refers to the promotion and communication efforts directed
towards potential customers outside the organization.
It encompasses various strategies aimed at reaching and attracting new customers to avail
the services offered by a business.
This type of service marketing focuses on creating awareness, generating interest, and
ultimately converting prospects into paying customers. External service marketing tactics
may include advertising, public relations, digital marketing, etc.
2)INTERNAL SERVICE MARKETING
• Internal service marketing involves promoting and reinforcing the value of the company’s
services to its own employees
• This type of marketing focuses on ensuring that employees understand and believe in the
services they provide, thereby enabling them to deliver exceptional service experiences to
customers.
• Internal service marketing strategies include training programs, employee engagement
initiatives, internal communication campaigns, and recognition programs designed to align
employees with the company’s service goals and values.
• By investing in internal service marketing, businesses can improve employee morale,
motivation, and performance, leading to higher customer satisfaction and loyal.
3)INTERPERSONAL SERVICE MARKETING
• Interpersonal service marketing involves the direct interaction between service providers and
customers.
• It emphasizes building relationships, understanding customer needs, and delivering
personalized service experiences.
• This type of marketing relies heavily on the interpersonal skills and communication abilities of
service providers to establish rapport, address customer concerns, and exceed expectations
• Interpersonal service marketing strategies may include active listening, empathy, effective
communication, problem-solving, and relationship-building techniques.

Service Marketing

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SERVICE MARKETING

► Service marketing is simply the process of promoting and

► It is a new way of marketing that has become very popular

• Relationships are the cornerstone of service marketing.

• Customer retention in service marketing is vital for cost-effectiveness, stability, loyalty,

1) EXTERNAL SERVICE MARKETING

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