Services Marketing - [ MBA Course Subject ]

Services Marketing - [ MBA Course Subject ]

Services Marketing

INTRODUCTION

1. Introduction to Service Marketing
2. Scope of Service Marketing
3. Factors Contributing to The Growth of Service Sector
4. Challenges and Issues in Service Marketing
5. Marketing Challenges of Services

SERVICE MARKETING OPPORTUNITIES

1. Consumer Expectations of Services
2. Antecedents of Consumer Expectations
3. Managing Consumer Expectations
4. The Purchase Process for Services
5. Factors Contributing to Customer Satisfaction
6. Service Encounters
7. Strategies for Influencing Customer Perception
8. Classification of Services
9. Expanded Marketing Mix of Services (7 P�s)
10. Services Markets Segmentation

SERVICE DESIGN AND DEVELOPMENT

1. Service Life Cycle
2. New Service Development Process/ Stages
3. Service Blueprinting
4. Service Quality

SERVICE DELIVERY AND PROMOTION

1. Positioning of services
2. Positioning Maps
3. Service Marketing Triangle
4. A Sustainable Competitive Advantage
5. Market Defender Strategies
6. Service Channel
7. Sources of conflict

SERVICE STRATEGIES

1. Tourism and Travel Marketing
2. Hotel Marketing
3. Consultancy Marketing
4. Courier Marketing
5. Bank Marketing
6. Insurance Marketing
7. Hospital Marketing
8. Telecommunication Marketing
9. Education Marketing
10. Direct Marketing