Services Marketing

SYLLABUS

(1)    Introduction of Services Marketing:  

• Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services.
• Role of Services in Modern Economy, Services Marketing Environment.
• Goods vs Services Marketing, Goods Services Continuum.
• Consumer Behaviour, Positioning a Service in the Market Place.
• Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty.
• Type of Contact: High Contact Services and Low Contact Services.
• Sensitivity to Customers’ Reluctance to Change.

(2)    Key Elements of Services Marketing Mix: 

• The Service Product, Pricing Mix, Promotion and Communication Mix, Place / Distribution of Service, People, Physical Evidence, Process-Service Mapping-Flowcharting.
• Branding of Services – Problems and Solutions.
• Options for Service Delivery.

(3)    Managing Quality Aspects of Services Marketing: 

• Improving Service Quality and Productivity.
• Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality.
• The SERVQUAL Model.
• Defining Productivity – Improving Productivity.
• Demand and Capacity Alignment.

(4)    Marketing of Services:    

• International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing.
• Factors Favoring Transnational Strategy.
• Elements of Transnational Strategy.
• Recent Trends in Marketing of Services in: Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT and Entertainment Industry.
• Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector.