The fundamental goal of the transaction is a service. A haircut, or the services of a lawyer or educator Supplementary Services: Services provided in addition to the sale of a physical product. Restaurants, for example, provide home delivery choices over a certain minimum bill amount. Retailers may offer free shipping above a certain order threshold. Some supplementary services are more important than others depending on the industry. In the case of restaurants, for example, you would not normally consider water or paper products to be essential ingredients within a meal. Yet they are supplied by most restaurants as part of their standard menu offering. Other examples include car washes and fast food chains that offer pay-to-wash programs. Marketing professionals should understand what types of services are offered by their respective industries so that they can develop strategic plans to attract new customers while still keeping current ones satisfied. For instance, if educators notice that many parents prefer school districts that offer free delivery, they could begin providing such services as a way of attracting more students to their schools.