The paper examined service marketing issues using descriptive research method. Some literatures
on service marketing were reviewed to provide insights on the subject matter. Among others, the
major focus was on different definitions of services, their unique characteristics such as
intangibility, inseparability, perishability, and heterogeneity which distinguish services from
physical products and service marketing mix elements such as service offerings (products), price,
place, promotion, people, process and other physical evidence. From the literature, conclusion
was drawn that service marketing is very crucial and plays an important role in the economy. As
such, marketers need to pay attention to service marketing in order to effectively communicate
service offerings to potential and actual target markets.
