Abstract
Services' marketing, or third generation marketing, is one of the most significant preoccupations in the current business world. Indeed, services are more and more important in the developed countries' economy. It represents between 70 and 80% of GDP and of the workforce. This assessment is accentuated by the growing match of goods and services due to the increase of associate services (delivery, after-sales services…). The fundamental principles of marketing remain the same for the whole corporate world, but its application differs from one field to another. Indeed, services have got original characteristics. Then, their conception and implementation are generally different from the one the manufactured goods (Lendrevie J., Levy J. and Lindon D., 2003: 989-991). Nevertheless, the significance of the Segmenting, Targeting and Positioning (STP) remains stable in the services marketing like in the traditional one. To illustrate this theory, the Four Seasons Hotels may be a good example as a luxury hotel.
As a matter of fact, luxury services involve customers in the purchase action and it allows understanding the importance of servicescape in the services marketing.
