 Service marketing involves 3 types of marketing:

 External Marketing 

 Internal Marketing 

 Interactive Marketing 
 company
(management)  

Internal Marketing External Marketing

(Enabling Promise) (setting Promises)

Employees
Customer
Interactive Marketing
(Keeping Promise)
 The Internal marketing function is the basic
prerequisite that the project workers should fulfill in o
Enabling the Promise" 
 Marketing to Employees. Involves training, motivational, and
teamwork programs, and all communication with employees
order to be effective in their work.
 Performed to enable employees to perform the service
effectively, and keep up the promise made to the customer
 quality service through technology, rewards, empowerment,
open communication, fair treatment of employees , increasing
employee loyalty
 "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.
 extensive market research (2400 per quarter), award-winning
advertising, consistent statements
 Marketing communication happens between the firm and its
customers. Tools of this external marketing are Mass
communication, brochures, sales and web sites.
 Additionally to this marketing communication between the
firm and the customers sense of market research is needed.
Traditional marketing is Originally based on the idea that the
seller is not the marketer . It considers market research and
product development for an effective strategy making.
 Interactive marketing is divided into three phases, which
merge into one another. The first phase begins with a first
contact, goes over to the project-phase and ends in after-sales,
which hopefully leads to new first contacts. This division is
the basis for the analysis of the interactive marketing.

 The core idea is the importance of face-to-face contact

between client and project worker and the aim of
building networks of relations for maintaining and
creating possible future assignments
 This refers to the decisive moment of interaction between the front-
office employees and customers, i.e. delivery of service. (Moment
of Truth, Service Encounter) 

 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.

 goal of each employee is that every service encounter should be

flawless from the customer’s point of view.

Example FedEx Corporation