Service may be defined as any task performed by the company to another as the 'provision' of any facility or as 'product'.
Classification of Service Products:
Considering a wide range of services, it can be classified into four major types:
Pure product
Core product with associated services
Core service with adjunct products or services
Pure services
Features of Services:
Intangible
Perishable
Variable in quality
Non-measurability
Marketing Strategies for Service Products:
The following are suggested to adopt in relation to service products:
Service-profit chain
Managing service differentiation
Managing service quality
Managing service productivity
Management of People, Physical Evidence and Processes
People, physical evidence, and processes are the supporting components of the marketing mix. Service-based organizations need to integrate and manage these components properly to make the marketing program more effecitve.
