Services make up the bulk of today's economy either in the superior countries (e.g. United States) and in the developing countries (e.g. Indonesia). Service industries has important role in gross domestic product (GDP) and contributes to the economy. For this reason, the marketer should make efforts to improved marketing service and managed them in order to more efficient and professional. Because the characters of service was very unique, compare to marketing product the marketer needs more 3P strategy than 4P. Besides that, service planning cycle is important to balancing consumer side and employee through internal, external and interactive marketing. Service positioning performed by blue print device. Services repositioning can be done by adds or substitudes divergence and complexity service. Key words: intangible, service marketing, service marketing strategy, service quality

keywords : intangible, sevice marketing, service marketing strategy, sevice quality