In the modern market economy, the service sector is becoming increasingly dominant; therefore, the importance of the services marketing has also been growing. The user has the key role in the services marketing, and the importance of understanding consumers’ behaviour and dealing with them is of outmost importance. In order for companies to be as successful as possible in reaching their goal, a service must be treated as a material product and the same decision techniques with a difference in segmentation criteria and usage of marketing mix variables must be applied. Authors of marketing reference books stress that there are not two types of marketing, i.e. one for products and the other for services; however, they differ significantly in the segmentation criteria as a product and service differ in numerous characteristics and specificities. Even thought two types of marketing do not exist, there is a demand for marketing specialists who are going to look at services in a different way than at products since the day of market existence. A great number of tangible products also contain service components so it is no wonder that the service became product’s constituent part and source of competitive advantage, which can be maintained for a long time, bringing profit, above-average growth, and company’s development in the end. The services sector on the national and global scale has been experiencing intense dynamic and numerous changes, its share in GDP development has been growing continuously increasing employment, international exchange, and other economic and technologic changes. Due to the importance of services in the economy, the aim of this thesis paper is to present the specificity of marketing activities in the service sector, service users’ behaviour, and marketing mix management of service activities. As I am a bank employee, banking services will be singled out in the paper as profession-related load-bearing point.