The only touch-up I've ever done is with the little bottles you can pick up at the dealership and it is similiar to nail polish. The only trick I've learned is to only use a little bit, it doesn't take as much as you may expect. Plus adding an extra layer is easier than taking excess off.
For the small scratches, if they are light then they can likely be buffed out. You could take it to a detailer, but for the price of a detail you could probably buy your own buffer. Rather than type a long, likely incorrect tutorial on buffing, I'll refer you over to autopia.org, a forum specifically for detailing.
Submitted for the approval of the Midnight Society