There types of service marketing

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.