1. Services
“Any activity or benefit that one party can offer to another that is essentially intangible & does not result in the ownership of anything. It’s production may or may not be tied up to a physical product.”

2. Classification of Services
It is required to design & apply marketing techniques to completely satisfy the customer & increase profits & identify new emerging services.
Classifications can be done on following basis:
Classification by Industry
Classification by Target Effect
Skill level of service provider (Professional/ Nonprofessional)
Labor intensiveness (People-based/Equipment-based)
Degree of customer contact (High / Low)
Goal of the service provider (Profit /Nonprofit)

3. Classification By Industry
Entertainment industry
Education
Telecommunications
Finance & Insurance
Transportation
Public utilities
Government services
Health
Hospitability Industry
Business services
Trading

4. Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

5. Classification By Target Effect
Based on Degree Of Customer Involvement: ( Lovelock)
People Processing: Services aimed at physical care e.g. Healthcare, clinics, restaurant, hospitals, hair stylists, fitness centers
Mental Stimulus Processing: Services aimed at mind of customer e.g. Education, information, entertainment, consulting, psychotherapy
Possession Processing: Services aimed at physical possession & tangible assets e.g. repair & maintenance, laundry, repair services, landscaping, house cleaning services
Information Processing : Services for intangible assets e.g. Banking, legal consultation, brokerage, financial services.