Marketing of Financial Services

₹160.00

TYBFM — SEMESTER – V

Author: Laila Dias

THIRD REVISED EDITION

Categories: BFM, Elective, Semester - V, T. Y. BFM

Description

Description

SYLLABUS

No.	Modules / Units
1	Foundation of Services Marketing:
	Foundation of services marketing – Introduction – The services concept – Service Industry – Nature of Service, Characteristics of Services, Classification of Services – Importance of Services Marketing – The Growth in Services – Global and Indian Scenario, Retail Financial Services: Investment Services – Insurance Services, Credit Services – Dimensions and drivers, Institutional Financial Service, Distinctive Characteristics of Services _ Four I’s of Services – Intangibility, Inconsistency, Inseparability and Inventory, Managing Service Encounters.
2	Services Market Segmentation:
	Services Market Segmentation – Positioning and Differentiation of Services, Promotion and Communication – Designing and Managing Service Processes, Constructing and Service Environment – Managing People for Service Advantage – Service Quality and Productivity – Customer Relationship Management Customer Loyalty.
3	Issues in Marketing of Services:
	Issues in Marketing of Services – Extended Services Marketing Mix: Going Beyond the 4 Ps. (7Ps of Services Marketing). Service Delivery Process – Service Blueprints – Service Mapping – Managing Employees for service orientation. Distribution Strategies of Services – Challenges in Distribution of Services. Personal Selling – Advertising and Sales Promotion in Service Industry.
4	Issues in Marketing of Services:
	Customer Satisfaction and Service Quality in Service Marketing – Service Encounter – Role of HR and Internal Marketing – Monitoring and Measuring customer satisfaction, GAP Model – Handling complaints effectively – Service Failure – Recovery, Use of Internet in Service Marketing, Role of IT in marketing Financial Services, Ethics in Marketing, New trends in Marketing, Marketing in 21st Century, Marketing through social networking channels