Government
Private not-for-profit organizations
Business services
Nature and Characteristics of a Service
intangibility
inseparability
variability
perish ability
Marketing Strategies for Service Firms
In addition to traditional marketing strategies, service firms often require additional strategies
Service-profit chain
Internal marketing
Interactive marketing
Service-profit chain links service firm profits with employee and customer satisfaction
Internal service quality
Satisfied and productive service employees
Greater service value
Satisfied and loyal customers
Healthy service profits and growth