Services Marketing - BA8008

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Services Marketing

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 Pís)
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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