Services Marketing

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Dr. Girish Goyal & Dr. Shilpi Singh 
University of Rajasthan, BBA, Fifth Semester
Syllabus
Unit-I
Introduction to Service Marketing: Understanding Service, The Nature of Service Marketing, Classification of Service, Understanding Consumer Behaviours, Customer Expectations and Perceptions, Managing and Exceeding Customer Service Expectations, Strategies for Influencing Customer.
 
Unit-II
Strategic Issues in Services Marketing: Market Segmentation and Targeting, Individualised Service and Mass Customisation, Differentiation and Positioning of Services – Steps in Developing a Positioning Strategy, Developing and Maintaining Demand and Capacity.
 
Unit-III
Marketing Mix and Services: The Marketing Mix Elements, Targeting Marketing Mix Product, Price, Place, Promotion and Communication Services, and Extended Marketing Mix People, Process, Physical Evidence in Service.
 
Unit-IV
Services Marketing – Specific Industries: Tourism, Travel, Transportation Service marketing, Financial Services; Education and Professional Service, Telecom and Courier, Media Service.
 
Unit-V
Challenges of Service Marketing: Developing and Managing the Customer Service Function, Marketing Planning for Services; Developing and Maintain Quality Services, Relationship Marketing.


UOR/BBA/5/06
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