Services are those intangible actions that fulfill the function of satisfying the consumer's need. Marketing services is a branch of marketing, which adapts some of its strategies to the characteristics of the services, which are: intangibility, variability and perishable nature. Therefore, for service marketing, this will be your supply center to the market.
The main characteristics that make the difference between service marketing and product marketing are:
The intangibility of the offer, the services by nature are intangible, therefore it is not possible for people to see, smell, taste, hear or feel the services before buying them.
Inseparability, means that the services originate and are consumed simultaneously, which is why both the person who offers it and the one who receives it, affect the final result of the service.
Variability, this means that the services are variable because they depend on who performs them.
Perishable, it means that the service originates at the time of consumption, therefore it cannot be stored.
The basic factors that make up a marketing strategy are segmentation, positioning, and the marketing mix.
Positioning has to do with how to create an image (in this case of a service) to differentiate it from its competitors; A service being well positioned, makes the client identify it perfectly and achieving that the level of loyalty towards it is higher than that offered by others.
Segmentation is related to the definition of the company's target market, which is made up of three large groups: individuals, legal entities, and households. The company must choose which of the groups its service marketing campaign is aimed at.
The marketing combination has to do with the use of the four Ps (product, price, place and promotion)
Product. The services are bought and enjoyed for the benefits they offer, therefore the consumer will take into account the different options that exist, the quality and the level that is delivered.
Price. The price of services will be subject to the main factors that have traditionally influenced them, such as: cost, competition and demand.
Square. It has to do with the route of distribution of services, which can be in two ways: direct sales, this can be the methodology used by choice, this due to the inseparability of the service and the provider. This sale is achieved if the customer visits the supplier or conversely, if the supplier visits the customer.
Selling through intermediaries, this is perhaps the method most used in service companies. Where the structures of the channels are very complex and diverse. There are different intermediaries, some of them are: agents, dealer, institutional intermediaries (, stock exchange, etc.), wholesalers, retailers.
Promotion. In service marketing there are four traditional ways of promoting and it is through personal selling, public relations and sales promotion.
