Marketing excellence with services requires excellence in three broad areas. List and explain the three areas.
The three areas in which services require excellence are:
a. External marketing: This describes the normal work of preparing, pricing, distributing, and promoting the service to customers.
b. Internal marketing: This describes training and motivating employees to serve customers well.
c. Interactive marketing: This describes the employees' skill in serving the client. Clients judge service not only by its technical quality but also by its functional quality.