Service Marketing:
Marketing is the way of providing, soliciting and promoting products or services. In marketing, there are two types, one is product marketing (tangible products) and another is service marketing (intangible products). From the marketing expert’s point of view, it is indicate that service marketing is more complicated than tangible product marketing. Because service marketing associate with intangible products. The process of service marketing is also differing from product marketing because service marketing is more varied in character. There are some basic characteristics in service marketing those are given below:
Intangibility:
The main characteristic of service is intangible. It can not touch, smell or view. As a consequence of these, it is very tricky for customers to let know in advance what they will be receiving. So it is also difficult for customers to get until any customer receives any service.
Indivisibility of Produce and Use:
Service cannot be alienated. It means service can not be produced until any customer receives it. This is the method in which the service is being formed all together that the customer is getting it. As example, during a medical check up, or a lawful discussion etc.
Inability To Preserve:
Service cannot be stocked for the future consumption. It means service is totally unable to preserve.
Variability:
People are the main aspects of service. As we know every person is different from another. Capability of providing service varies person to person. Because of that a question can be answered somewhat differently by several different people. So to reduce these sorts of differences in performance, proper training and instruction should be formed.
As the service marketing is more difficult so without having proper setting-standard and understanding it is rigid to overcome. So to provide service you must be reactive, reliable, well-mannered, and knowledgeable. Because if you are not able to provide service suitably since clients will not receive your service anymore.
Marketing mix is another aspect of service marketing. Although general product marketing consisted of 4 components but service marketing bear expanded 3 more marketing mix such as people, physical evidence and process. People, physical evidence and process are crucial factors those are used to provide service completely. People means human performer who deliver the service and consequently influence the consumer acuity. Physical Evidence means the surroundings in which the service is passed to the consumer. Process means the instrument, course of actions and actual procedure and so forth by which service is offered.