The perception of service marketing focuses on selling the services in the best interest of users/customers. Marketing a service is meant marketing something intangible. It is marketing a promise. It is more selling yourself.
In the marketing of services, we go through a number of problems directly or indirectly influencing the business index. The problems like market segmentation, marketing information system, behavioural management are studied minutely which simplify the task of formulating a sound mix for marketing, such as Product mix, Promotion mix, Price mix and the Place mix. It is important to mention that we find “People” an important mix of marketing services.
If we market the services in a right direction, the available opportunities can be capitalized on optimally and also it contributes substantially to the process of development.
In view of the above, we observe the following key points regarding the concept or perception of services marketing:
- It is a managerial process of managing the services.
- It is an organized effort for providing a sound foundation for the development of an organization.
- It is a social process helping an organization to understand the emerging social problem and to take part in the social transformation process to justify its existence in the society.
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