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Management of Business Science MBA

Services Marketing - BA8008

Services Marketing

INTRODUCTION


-:- Introduction to Service Marketing
-:- Scope of Service Marketing
-:- Factors Contributing to The Growth of Service Sector
-:- Challenges and Issues in Service Marketing
-:- Marketing Challenges of Services

SERVICE MARKETING OPPORTUNITIES


-:- Consumer Expectations of Services
-:- Antecedents of Consumer Expectations
-:- Managing Consumer Expectations
-:- The Purchase Process for Services
-:- Factors Contributing to Customer Satisfaction
-:- Service Encounters
-:- Strategies for Influencing Customer Perception
-:- Classification of Services
-:- Expanded Marketing Mix of Services (7 P’s)
-:- Services Markets Segmentation

SERVICE DESIGN AND DEVELOPMENT


-:- Service Life Cycle
-:- New Service Development Process/ Stages
-:- Service Blueprinting
-:- Service Quality

SERVICE DELIVERY AND PROMOTION


-:- Positioning of services
-:- Positioning Maps
-:- Service Marketing Triangle
-:- A Sustainable Competitive Advantage
-:- Market Defender Strategies
-:- Service Channel
-:- Sources of conflict

SERVICE STRATEGIES


-:- Tourism and Travel Marketing
-:- Hotel Marketing
-:- Consultancy Marketing
-:- Courier Marketing
-:- Bank Marketing
-:- Insurance Marketing
-:- Hospital Marketing
-:- Telecommunication Marketing
-:- Education Marketing
-:- Direct Marketing
Mahendra Varman Mahendra Varman Mahendra Varman Mahendra Varman Mahendra Varman

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