Achieving Excellence

in Services Marketing
Three types of marketing in
service industries:

 Marketing Excellence
- Requires excellence in three broad areas:
• External Marketing
• Internal Marketing
• Interactive Marketing
External Marketing
 Describes the normal work of preparing, pricing,
distributing and promoting the service to
customers.
Internal Marketing
 Describes training and motivating employees to
serve customers well. Arguably the most
important contribution the marketing department
can make is to be “exceptionally clever in getting
everyone else in the organization to practice
marketing.”
Interactive Marketing
 Describes the employees’ skills in serving the
client. Clients judge service not only by its
technical quality but also by its functional
quality.
Co
Charles Schwab
- he is a best example of a service company achieving marketing
excellence.