Fix name and version for service definition packaging

This commit also provides back-end build support for naming and versioning our service definitions along Zenoss product lines.

For example, we use to create:

servicedef-zenoss-core_0.3.70+0.8.0-583_all.deb

Now we create:

zenoss-core-service_5.0.0-583_all.deb

The underlying json filename (zenoss-core-5.0.0-*.json) and install path (/opt/serviced/templates) remain unchanged so this should be a 0-impact change to serviced itself.