Services Marketing
                     MIT School of Distance 
Education
Services Marketing
What is Service Marketing ? 
• Service marketing refers to the 
activities and processes involved in 
promoting and selling intangible 
products or services.  
• Unlike physical goods, services are 
intangible and are often 
characterized by their perishability, 
inseparability, variability, and lack of 
ownership.
• Effective service marketing 
strategies aim to address these 
unique characteristics and create 
value for both the service provider 
and the customer.
Understanding the Service Characteristics:
  1) Intangibility: Services cannot be touched, seen, or felt before 
purchase. Marketing efforts need to focus on conveying the benefits 
and value of the service.
  2) Inseparability: Services are often produced and consumed 
simultaneously, making the interaction between the service 
provider and the customer crucial.
  3) Perishability: Services cannot be stored or inventoried, making 
it essential to manage demand and capacity effectively.
  4) Variability: Services can vary in quality and consistency due to 
the involvement of human elements and factors.
Service Marketing Mix (7Ps):
 1) Product (Service): Define the core service and any 
additional features or enhancements.
 2) Price: Determine the pricing strategy, considering the 
perceived value of the service.
 3) Place: Focus on the distribution channels and locations 
where the service is made available.
 4) Promotion: Develop marketing communication 
strategies to promote the service.
Service Marketing Mix (7Ps) (Cont’d)
 5) People: Recognize the importance of service personnel 
in delivering quality service.
 6) Process: Design efficient and effective processes for 
delivering the service.
 7) Physical Evidence: Address the tangible cues that 
support the service experience.
Service Vs. Product 
 Tangibility:
 Products: Tangible goods that can be touched, seen, and physically measured. Examples include 
smartphones, clothing, and cars.
 Services: Intangible offerings that cannot be touched or seen before they are experienced. Examples include 
healthcare, education, and consulting.
 Production and Consumption:
 Products: Generally, the production of goods is separate from their consumption. Products are manufactured, 
stored, and then purchased by consumers.
 Services: Often, services are produced and consumed simultaneously. The production and consumption of 
services may occur in real-time and involve direct interaction between the service provider and the customer.
 Ownership:
 Products: Customers own and possess the physical goods they purchase. Ownership is transferred from the 
seller to the buyer.
 Services: Customers do not own the service but rather experience it. The service provider provides a valuable 
experience or outcome during the period of service delivery.
Service Vs. Product (Cont’d)
 Customization:
 Products: Customization is often limited, and variations may require separate production processes or 
options.
 Services: Services can be highly customizable based on the individual needs and preferences of the 
customer. 
 Quality Assessment:
 Products: Quality is often assessed before purchase through product features, reviews, and physical 
inspection.
 Services: Quality is often assessed during or after the service delivery, making it dependent on the 
customer's experience and perception.
 Marketing Mix:
 Products: The marketing mix includes the traditional 4Ps - Product, Price, Place, and Promotion.
 Services: The services marketing mix often includes additional elements such as People, Process, and 
Physical Evidence, making it the 7Ps.
Why pursue PGDBA in Marketing 
Management ?
A marketing manager is someone who takes charge of promoting a company's products or 
services and their main goal is to effectively advertise the business to attract customers and 
enhance its overall image in the market.
The PGDBA Marketing Management course focuses on equipping students with the knowledge 
and skills necessary to effectively plan, implement, and analyze marketing strategies. 
With PGDBA Marketing Management course learn Communication Skills, Strategic Thinking, 
Market Research Skills, Leadership Skills, Customer Focus etc.
Why MITSDE ?
• Understand the basic concepts of marketing
• Develop analytical skills to forecast market movement
• Learn Marketing Information System tools for effective 
CRM, implementation of marketing strategies and perfect 
the marketing mix
• Evaluate and strategize according to the ethical and 
environmental scenario
• Apply knowledge of concepts and tools to develop 
creative marketing strategies and overcome challenges
Potential Careers Opportunities
  1) Advertising Manager
:
  2) Advertising Art Director
  3) Market Research Manager
  4) Marketing Manager
  5) Digital Marketing Manager
  6) Public Relations Manager
  7) Business Development Manager
  8) Brand Manager
About US
 MIT School of Distance Education is one of the largest distance learning center in India. We 
offer various Post Graduate Diploma and Certificate programs & Online MBA Course across 
various industry sectors that include Operations Management, Project, Information 
Technology, Banking and Finance, Digital Marketing, Business Analytics and many more. 
MITSDE has, an online assessment system, flexi-learning approach and provides state-of the-
art Learning Management System (LMS) which is in line with its mission 'flexible learning 
opportunities anywhere, anytime, and to provide ultimate convenience, ease, and flexibility 
to our students.
Advantage of learning with MITSDE
o Self-paced learning
o Regularly updated syllabus
o Live webinars and doubt solving 
o Industry-relevant course offerings
sessions
o Courses taught by Industry Experts
o Quick and highly-responsive student 
o Affordable courses support
o No cost EMI options o Dedicated student support team
Placement Record at MITSDE
MITSDE has a dedicated Placement Cell providing 100% placement, CV building workshops 
and Career Counseling.
Our Student Placement :
Placement Record at MITSDE
Contact Us
Address: 
Email ID: [email protected]
MIT Alandi Campus, Pune Moshi-Alandi 
Road, Alandi-412105,Pune Maharashtra 
(India) Website: www.mitsde.com
Phone: 9112-207-207 / 9028-258-
800
Thank you