The document discusses key aspects of service marketing. It defines services as economic activities that are intangible and generally consumed at the time they are produced. While some services have tangible components, most are intangible. Services now make up the majority of jobs and fastest growing sectors in developed economies. Compared to goods, services are intangible, heterogeneous, produced and consumed simultaneously, and perishable. The service marketing mix includes product, place, promotion, price, people, process, and physical evidence. Customer participation affects service delivery and satisfaction.