SERVICE MARKETING

Abstract

SERVICE MARKETING is the application of a different set of tactics or strategies to anticipate the consumer’s need for an intangible product. And thus, meet their requirements accordingly, to create maximum value for them from their purchase. Service marketing planning involves taking care of 7Ps. Price, Place, Promotion, Product, People, Process, and Physical evidence. This Service Marketing e-book is meant essentially for diploma level business students at local institutions of higher learning, especially students majoring in Marketing. Students who are new or have been exposed to service marketing concepts and have limited time and resources to view or review the bulky service marketing textbooks available in the market. The contents of the e-book enable students to review the service marketing concepts, principles, and practices. The learning outcomes are provided at the beginning of each chapter. In every chapter, application questions with modeled answers are provided as a guide. We have summarized useful marketing concepts and presented them in a simple yet concise. It is our hope that with the companies, products, and brands that students are familiar with, they will be able to instantly relate to the service marketing practices in their environment. This book would help students understand service marketing concepts better and be a good guide as they prepare for examinations. We believe the approach of this book would make it a useful resource to students in Polytechnics.