The document summarizes several key marketing challenges of services:
1) Most services cannot be inventoried, making it difficult to manage fluctuations in demand.
2) The intangible nature of services makes quality difficult for customers to assess and the price-quality relationship is complex.
3) Services are often difficult for customers to visualize and understand prior to purchase, making the service experience risky.
4) Customers may be involved in co-producing the service, and their involvement can affect the outcome of the transaction.