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Service marketing involves 3 types of marketing:

1. EXTERNAL MARKETING

2. INTERNAL MARKETING

3. INTERACTIVE MARKETING

1. External Marketing : "Setting the Promise"

· Marketing to END-USERS.

· Involves pricing strategy, promotional activities, and all communication with

customers.

· Performed to capture the attention of the market, and arouse interest in the service.

2. Internal Marketing : "Enabling the Promise"

· Marketing to EMPLOYEES.

· Involves training, motivational, and teamwork programs, and all communication with

employees.

· Performed to enable employees to perform the service effectively, and keep up the

promise made to the customer.

3. Interactive Marketing : (Moment of Truth, Service Encounter)

· This refers to the decisive moment of interaction between the front-office employees

and customers, i.e. delivery of service.

· This step is of utmost importance, because if the employee falters at this level, all prior

efforts made towards establishing a relationship with the customer, would be wasted.

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