The trademark, service mark distinction is really quite small. Trademarks and service marks are essentially the same thing. However, a trademark promotes goods or products, while a service mark promotes services. Some examples of services include food services, transportation services and insurance services.
Consider the following example: The name of a restaurant, such as "Burger Safari," fits nicely into the service mark category since it describes a food services provider. The name of a particular menu item, for example "Elephant Burger," fits into the trademark category since it describes a particular product.