Services Marketing - BA8008

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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



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