Services Marketing

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Dr. Saroj Kumar
ISBN-9789351638988
                                                                                                           Syllabus
                                                                                                           (17E00404)
Objective: The objective of the course is to provide a deeper insight into the marketing management of companies offering services as product.

1)      Understanding Services Marketing: Introduction, Characteristics of Services Marketing Mix, Services in the Modern Economy, Classification of Services, Marketing                 Services Vs. Physical Services.

2)      Customer Expectations of Service: Service Expectations, Types of Expectations, Factors that Influence Customer Expectations of Service. Issues in Involving                       Customers Service Expectations, Customer Defined Service Standards.

3)      Pricing & Promotion Strategies for Services: Service Pricing, Establishing Monetary Pricing Objectives, Foundations of Pricing, Pricing and Demand, Putting Service             Pricing Strategies into Practice.

4)      Service Promotion: The Role of Marketing Communication. Implication for Communication Strategies, Marketing Communication Mix.

5)      Marketing Plans for Services: The Marketing Planning Process, Strategic Context, Situation Review Marketing Strategy Formulation, Resource Allocations and Monitory           Marketing Planning and Services.

JNTU-A2019/MBA/4/05
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