Services Marketing Services Marketing – is a sub field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refers to both business to consumer (B2C) and business to business (B2B) services.

Nature & Characteristics of a Service – Company must consider four special characteristics when designing marketing programs intangibility, inseparability, variability, and perishability. SERVICES Intangibility – Services cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability – Services cannot be separated from their providers.

Variability – Quality of services depends on who provides them, when, where, & how. Perishability – Services cannot be stored for later sale or use. Service-Profit Chain – Chain that links services firm profits with employee & costumer satisfaction. This chain consist of five links: Internal service quality – Superior employee slection & training, a quality work environment, & strong support for those dealing with costumer.

Satisfied & productive service employees – More satisfied, loyal & hardworking employees. Greater service value – More effective & efficient costumer value. Satisfied & loyal costumers – Satisfied costumers who remain loyal, repeat purchase, and refer other costumers. Healthy service profits & growth – superior service firm performance.