MARKETING OF SERVICES.

Ketler(2003) defines services as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything it produces may or may not be tied to a physical product.

Palmer(2008) defines services as a production of an essentially intangible benefit either in its own right or as significant element of a tangible product which some form of exchanges satisfies and identifies needs.

CATEGORIES OF SERVICE MIX.
A company's offering to consumers often include some services. The service component can be a minor or a major part of the total offering. Five categories of offering can be distinguished.

• Pure tangible goods.
  The offering consists of tangible FIDS such ad soap, tooth paste, salt e.t.c. No services accompanies the product.

• Tangible goods.
  Tangible goods with accompanied services. The offering consist of a tangible good accompanied by one or more services.

• Hybrid.
  The offering consist of equal parts of goods and services for examples people patronize restaurants for both good and service.

• Major service.
  Tangible goods with accompanied minor goods and services. The offering consist of a major service along with additional services or supporting goods. Examples, airline passenger, by transportation services, the trip includes some tangibles such as food and drinks , a ticket stub and airline magazine, the service requires a capital -intensive goods, airplane for it's realization but realization but the primary item is the service.

• Pure service.
  The offering consists primarily of service. Examples includes baby sitting, psychotherapy and massage.

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