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Services Marketing
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University of Rajasthan, BBA, Fifth SemesterSyllabusUnit-IIntroduction 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-IIStrategic 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-IIIMarketing 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-IVServices 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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