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 marketing of services.
- [ Services are] activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.
- Service(s) mean,
- Service products. such as a bank loan or home security, that are intangible, or at least substantially so. If totally intangible, they are exchanged directly from producer to user, cannot be transported or stored, and are almost instantly perishable. Service products are often difficult to identify, because they come into existence at the same time they are bought and consumed. They comprise intangible elements that are inseparable; they usually involve customer participation in some important way; they cannot be sold in the sense of ownership transfer; and they have no title. Today, however, most products are partly tangible and partly intangible, and the dominant form is used to classify them as either goods or services (all are products). These common, hybrid forms, whatever they are called, may or may not have the attributes just given for totally intangible services.
- Services, as a term, is also used to describe activities performed by sellers and others that accompany the sale of a product and aid in its exchange or its utilization (e.g., shoe fitting, financing, an 800 number). Such services are either presale or post-sale and supplement the product, not comprise it. If performed during sale, they are considered to be intangible parts of the product. The American Marketing Association defines services as - “Activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.
- American Marketing Association, cited in: J. Paul Peter, James H. Donnelly (2005) Preface to Marketing Management. p. 173
- Services marketing is nothing but application of traditional marketing philosophies to the service sector with changes wherever required.
- K. S. Chandrasekar (2010) Marketing Management: Text & Cases. p. 349
- Services are going to move in this decade to being the front edge of the industry.
- Louis V. Gerstner, Jr., Former IBM CEO (2002) cited in: John P. Green (Jr) (2007) Determining the Reliability and Validity of Service Quality Scores. p. 22
- Today, the field of services marketing is thriving both in terms of academic research and in the number of services marketing courses taught throughout the world. Services marketing, which was once thought subordinate to goods marketing now considered by prominent scholars to be “THE” dominant force in marketing.
- K. Douglas Hoffman, John E. G. Bateson (2010) Services Marketing: Concepts, Strategies, and Cases. p. 57