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Service marketing deals with the promotion and delivery of intangible services rather than physical goods. Because services are intangible, heterogeneous, perishable, and inseparable from their providers, traditional marketing tools are not sufficient. To address these unique characteristics, two important concepts are used: the service marketing mix and the service marketing triangle. The service marketing mix is an extension of the traditional marketing mix. While product marketing focuses on 4Ps (Product, Price, Place, Promotion), service marketing includes three additional elements, making it 7Ps. Product in services refers to the core service being __________ _________ _____ __________ ____ _____ _____ _______ _____ ___ _________ _______.
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