Service Marketing:

The recommended starting point for a service industry marketer is similar to the one for a physical product. Analysis has to be made of customer behaviour, motives and reasons for purchasing must be analysed and the objectives of buyers must be known.

In most cases, everything that applies to tangible products will be relevant to services. The product planning, price decisions, channels of distribution and promotional activity are the same, except for a few modifications designed to reflect the nature of the service to be marketed.

However, it must be noted that the task of developing a total marketing programme in a service industry is a serious challenge to the marketing executives.