Services have unique characteristics which make the marketing of goods different from marketing of services.

The characteristic features of service marketing are as follows:

• Intangible Nature: Service can be provided but you cannot see, touch and FEEL it. You cannot tell the customer what they will be receiving unlike a physical product which is visible. Hence, services are intangible. They cannot be displayed or PATENTED. 
• Cannot be owned: Service does not last forever, it is for a limited period of time. You can experience a service but you cannot own it.
• INSEPARABLE: A service cannot be SEPARATED from the service provider. The time of the consumption of service is the same when it is produced. This feature makes MASS production of service difficult.
• Perishable: A product which the customer buys can be stored and used again later. This is not possible with service. A service is an activity which is performed and consumed simultaneously hence they perish if they are not used.
• Fluctuating and Seasonal Demand: The demand for the services is not same every time. For example: Public transport during the morning hours have more demand and in the afternoon it's less. Hence, the demand is fluctuating. Similarly, demand for tourism is seasonal.
• Heterogeneity: The service provided by the same person can differ. Although, the staff is mostly trained to keep the service same; however there will be a few differences. This feature is also known as variability. The service industry faces a lot of difficulty in keeping the services standardized.

Services have unique characteristics which make the marketing of goods different from marketing of services.

The characteristic features of service marketing are as follows: