It is the set of activities and processes that aim to promote and sell services rather than physical goods. Services marketing differs from tangible goods marketing due to the distinctive characteristics of services.

Characteristics of services marketing:
1. Intangible: Services cannot be seen or touched before purchasing them.
2. Non-storable: Services cannot be stored for later use.
3. Customer-dependent: Providing a service requires interaction between the provider and the customer.
4. Variation: Services vary from provider to provider and even from customer to customer.

Benefits of services marketing:
1. Increase brand awareness: Through services marketing, companies can increase customer awareness of their brand.
2. Build long-term relationships with customers: Services marketing allows companies to build strong and sustainable relationships with customers.
3. Improve service quality: Through marketing, companies can obtain feedback to improve services.

Features of services marketing:
1. Customizability of services: Services can be modified to meet individual customer needs.
2. Direct interaction with customers: Allows companies to better understand customer needs.

Disadvantages of service marketing:
1. Difficulty in measuring quality: Due to the intangible nature of services, it can be difficult to measure the quality of a service.
2. Volatile demand: Demand for services can be volatile, creating management challenges.

Modern examples of service marketing:
1. Streaming entertainment services (such as Netflix and Disney+): Marketing subscriptions that allow customers to access a variety of video content such as movies and series.
2. Software subscription services (SaaS such as Microsoft 365 and Adobe Creative Cloud): Promoting subscriptions to cloud-based software to meet the needs of businesses and individuals.
3. Delivery services (such as Uber and Deliveroo): Marketing transportation and food delivery services via smart apps.
4. Digital banking services (such as Revolut and N26): Marketing financial services that rely on smart apps to provide a fully digital banking experience.
5. Online learning services (such as Coursera and Udemy): Promoting courses and educational programs that are provided online.
6. Telehealth services (e.g. Teladoc and Doctor on Demand): Marketing medical consultations via video or phone, making healthcare more accessible.
7. Music streaming services (e.g. Spotify and Apple Music): Marketing subscriptions that provide access to a huge online music library.
8. Home improvement services (e.g. TaskRabbit and HomeAdvisor): Marketing home maintenance and repair services that can be booked online.

Services marketing is the process of promoting and selling intangible services with a focus on building relationships with customers and providing a personalized experience. It has challenges such as difficulty measuring quality, but it offers significant benefits such as increased brand awareness and improved quality.