Service marketing consists of the social and managerial processes by which products; services and value are exchanged in order to fulfill individuals or group’s needs and wants.

Service Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow...or conform to someone else’s products, services or values. Simply, if it doesn’t facilitate a “sale” then it’s not marketing

Service marketing is be the management process of anticipating, identifying and satisfying customer requirements profitably. Thus, operative marketing involves the processes of market research, new product development, product life cycle management, pricing, channel management as well as promotion.

Services marketing is marketing based on relationship and value. It may be used to market a service or a product. Marketing a service-base business is different from marketing a product-base business.

When one markets a service business, one must keep in mind that reputation, value, delivery of “Managing the evidence” refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.

However, it is worth remembering that many of the concepts, as well as many of the specific techniques, will work equally well whether they are directed at products or services