Service marketing
Service marketing develops and communicates an offer whose value substantially comes from activities or performance rather than ownership of a physical good. It considers the customer experience, people, delivery processes and evidence of quality as well as product, price, place and promotion. Intangibility, variability, inseparability and perishability are useful analytical tendencies, although their strength varies across services and technology-enabled delivery.
Worked example
A tutoring provider explains tutor qualifications, shows sample learning materials and makes booking and complaint procedures clear. It trains tutors to deliver consistently and manages lesson capacity as well as advertising the offer.
Common mistake
Do not treat services as only customer support added to manufactured goods. Nor assume every service requires simultaneous physical presence of provider and customer.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | BT | Supporting | September 2026–June 2027 |
| FIA | FBT | Supporting | September 2026–June 2027 |