Although the operative strategies and tools must be the same for both but adapted, we have considered opportune to specify those characteristics that define the services since on the basis of them the strategies are marked to follow. The main element differentiator is in the intangibility of the services since they are not possible to be perceived by the senses: view, tact… In any case, we included next the main differentiating characteristics:

• The nonstandardization of the services, since it is almost impossible that two equal services are repeated. On two trips of pleasing it is very difficult that the same valuation of them is repeated.
• They are not possible to be tried, reason why to be given back either if you do not like.
• Inseparabilidad, that means not to be able to separate the service of lends that it, thus in an operation of cataracts must be present the ophtalmologist realizes who it because the production of the service goes united to the consumption of the same.
• The services cannot neither be stored nor be transported reason why to interchange either.
• The services, in principle, are perishable since they must be used not later for the moment that were anticipated and. If the judgment were to 12 in the morning not it can see the case in the evening.
• In the services, the company is in direct bonding with the client, in products, hardly occurs this fact.
• The client participates in the production of the services, in products no. We put the example of a trip, our attitude in the same causes that the result can be different.
• The services are difficult to value, for that reason in the presentation of supplies great differences can exist, mainly of prices.
• The management of the services is more problematic than the one of products.

All these characteristics mentioned here do not justify the use of a marketing different from the one from the consumer goods, but they require strategies chords to served. Spain is becoming an important power in marketing of services since the competition of the multinationals hardly does not reduce market to him, to the power to fix the price on the basis of a certain activity where the personal task acquires an important protagonism.

Independent of the country, in whatever one exists consolidated market economy, the sector services will occupy a greater percentage to the one of production, for that reason it has considered interesting to bring to this chapter, like complementary information, some of the last tendencies of marketing of services, since to expose them all it would be reason for a new book: political, banking marketing, of perceptions, sport, of organizations, one to one, ecological, Internet, etc.

A) Mobile marketing

I believe that we were with one of the tools of marketing with future major and route since the moving body offers and will offer infinite utilities. At present totally it is integrated in the life of the consumer, accompanies all parts to him and it allows him to communicate, to make photographies, to listen to music, to consult the electronic mail or to watch. But the possibilities are infinite since to be able to interact with the client at the precise moment it will allow him to have it like perfect ally in the opinion and market studies, to realize all the financial managements, e-commerce, etc.

B) Stock-exchange marketing

The departure point of this “new marketing”, pertaining to the marketing of services, forms the knowledge of the needs, I interest and positions of the clients and the investors. Like the product marketing, in stock-exchange marketing must be applied the mix of the different variables from marketing.

But, how is applied stock-exchange marketing? First it is to include/understand the needs of the investors and the market. Between these needs one is the fact that the investors do not need to only know that the company has benefits, but why. In addition, we must consequently apply the segmentation, the determination of the objective public and the positioning to the penetration in the market of the company.

But, mainly, the key is in maintaining to the investors, that is to say, fidelizar them. For it, it is necessary to accurately know the behavior the investor, in the same way whom there is to know why some buy and others stop doing it. If the companies are able to apply these keys of stock-exchange marketing correctly, since it has been demonstrated with General Electric, they will obtain enormous increases of value.

C) Viral marketing

Although it is approached more widely in the chapter of Internet we have reflected, it in this section since the company has to be accustomed to coexist with this tool and especially with the irruption of Web 2.0. We can define as the tool of Internet that allows the diffusion of a message, starting off of a small emitting nucleus, that multiplies by the collaboration of the receivers and its diffusion generating a pyramidal effect that grows geometrically.

D) Marketing of guerillas

Or also denominated radical, it has like objective breaking the applied traditional directives in marketing. Instead of to invest money in market studies or to realize expensive campaigns of publicity, they choose to approach segments of clients of a direct form, creating personal and creative solutions to the needs of the client of a form not very conventional. Example of we have it to it in the campaigns Virgin, Harley Davidson, etc.

E) Relational marketing

It has like objective creating solid and satisfactory relations with the clients. This relation has to be based on adapting the needs of the buyer to the supply of our product that logically must have quality, price and services to form assets make that it stay faithful to our company in the time.

F) Internal marketing

Day to day has been taking greater protagonism in the world from the company and organizations the denominated internal marketing that is the one that is to be realized within the own company so that his internal or working client collaborates of more efficient form in his yield and productivity. Hardly it is possible to be competitive in the market if we do not know to manage the talent and to act of highly motivating form with the collaborators of the company.

G) Social marketing

We could say that social marketing, also denominated marketing with cause, consists of the dedication of economic or technical resources to activities of attendance and social protection, generating a benefit in the medium and long term for the company and its surroundings. Thus, for example, in the external scope, the entailment with a social cause repels of positive form in the image of the company and supports the marketing strategies contributing to the promotion of its products and the loyalty of its clients. Reason why to be refers the internal scope, also obtain important benefits related to the management of human resources, the corporative culture, the fortification of the labor relations or the motivation of the employees.

But, so that social marketing is really effective is necessary to determine, first of all, which is the cause - that must be compatible with the activity of the company and the organizations more adapted to give its social aid. Once determined this, it is necessary to develop a specific strategy to carry out it.

But, everything does not finish here. We must remember very that social marketing does not have to be something precise, something that we make to be useful that he is fashionable, to follow the tendency, but it must start off of the authentic conviction of the company that it has a social responsibility with its community. The Corporative Social Responsibility (RSC) is included in this section.