Dipali Harishankar Ambhore,Dr. H.S.Patange 

ABSTRACT

The growth services has not been generally due to marketing development in the service industry but rather maturation of an economic and rising standards of living traditionally executives in service companies have not been oriented. They have lagged behind sellers of product in accepting the marketing concept and have generally been slow in doping promotional methods products strategies and other marketing mix. Innovations in service marketing have come typically from product associated cost. The reasons for lack of marketing orientation may be that the intangibility of many services often creates more difficult marketing techniques. in particularly professional services, the seller think themselves producers and creators rather than marketers of the receive. They do not think themselves as business people. There has been sufficient co-ordination of all the marketing activities in service firm. Many firm lack in executive whose sole responsibility is marketing. Today, the total situation has improved among some service market and marketing mix strategies. Keyword - Product, Price, Place, Promotion, People, Process, Physical Evidence.