g)

i. By Market Segment: As the needs and requirements of different markets are not homogenous,
the services are different for different market segments. For example; End Consumer Services,
which include hair cutting, beauty care, body massage, and Business Consumer Services such as
consultancy, market survey and advertising.
ii. By Degree of Tangibility: The types of services are also influenced by the degree of tangibility.
Depending upon the degree of tangibility, the services can be classified as follows; Highly
tangible, where any tangible product offering is included; Highly Intangible, where no physical
product is offered to the customer; Service connected to tangible goods, where some kind of
warranty is provided on the products by the business organizations.
iii. By Skills of Service Providers: The type of services is greatly influenced by the skills and
abilities of service providers. The different types of services can be grouped into the following
categories depending upon the skills and abilities required by the service provider to provide
services to the customers; Professional services, where formal training is provided, and Non-
professional services where no formal training is provided.
iv. By Business Orientation: The nature of the business orientation of a service organization also
determines the type of services offered by it. Based on the objectives of conducting business, the
services can be grouped into non-profit services and commercial services.
v. By Degree of Regulation: The level of regulations which are imposed by the government can be
the other basis of the classification of various services. Depending on the degree of regulations,
various services can be classified into; Highly regulated, Limited regulated and Non-regulated
services.
h) Marketing Planning
 Provides benchmarks and accountability. Through the planning process, is able to set
benchmarks and create a roadmap for their marketing strategy to reach business goals. Making
this visible allows the entire team to be accountable for their actions and tasks. It will also ensure
everything runs smoothly as everyone knows what’s happening and how they need to work
together.
 Encourages team collaboration. Because the marketing planning process will likely run across
departments and need a fair bit of collaboration, it opens up cross-departmental communication
and unifies the organization. Also, getting your team involved early allows one to be realistic
with their planning.
 Reduces risk. Now that there is a marketing strategy, by having a planning process in place,
there is a framework to gain an overview of the target market, competitive advantage, and market
segmentation. This allows one to be better prepared for risk factors that they might not have
foreseen.
 Challenges beliefs and assumptions. Since business is always changing, having a marketing
planning process allows one to keep adapting more effective strategies. By continually honing
marketing efforts, one might run across new tools and techniques, incorporate new ideas from
different team members, and challenge the standard operating procedures.
Marketing implementation
 It offers guidance. A marketing implementation plan puts your marketing strategy into
actionable and practical tasks, duties and goals that are easy to understand and have directed
 guidance. This is helpful because not all team members may have access to strategy documents,
plus those documents might not have specific task details.
 It creates clear deadlines. Many companies have marketing project managers or project
management software, though creating clear deadlines with a marketing implementation plan
helps ensure all team members are aware of what is due when and other important project
milestones without confusion.
 It provides ownership and accountability. Marketing implementation plans clearly outline who
on the team is handling which task, and you can even assign a group, department or individual for
one or more tasks. It helps create accountability because the task owner can see how their work
affects everyone else's and the entire team can view what is in progress, behind or completed.
Tasks can get done on time because there is no confusion about who owns the task, boosting
productivity and team morale.
Marketing Evaluation
 Since marketing is one of the most important parts of a product's sales strategy, it is essential that
companies know how their marketing plan is working. If research shows that certain channels for
marketing will reach the target market for a product, but it doesn't seem like sales reflect this,
evaluating the plan against different points helps to identify where to make improvements.
 Ensuring the success of a business requires constant evaluation of various factors affecting how
the business generates revenue. Sales and marketing are a primary area where income is
generated, so it needs to be evaluated periodically to keep business driving in the right direction.
Marketing Control
 Matching of marketing efforts with environmental changes. Regular monitoring of
performance and other environmental changes helps the company in updating its marketing effort
in time with environmental changes. It becomes all the more important in the context of rapid
changes in technological, social and political fields and in consumer’s preferences and public
policy postures.
 Deletion of deviation in performance. A good marketing control system helps the management
in identifying deviations from the planned program. It finds out the fault in performance and takes
corrective action at the proper time.
 Identifying responsibility for failure. An appraisal of performance helps the management in
identifying the responsibility for weak performances. The person responsible for performance
below specific standards gets an opportunity for self-assessment and others are relieved of an
inefficiency and ineffectiveness.
 Assisting plan reformation. The feedback provided by the marketing control system helps in
reappraising performance standards, marketing policies and programs. Such reappraisal helps in
the realistic reformulation of the marketing plan.