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Marketing of Services/ Services Marketing |MBA 4th Sem | JNTUK

Buy Latest Marketing of Services / Services Marketing Book for Mba 4th Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) / RTU ( Rajasthan Technical University) By Thakur publication.
ISBN- 978-93-5163-497-3
AUTHORS- Dr. Saroj Kumar, Mrs. Tripti Singh Chowdhury
Tax excluded
Buy Latest Marketing of Services / Services Marketing Book for Mba 4th Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) / RTU ( Rajasthan Technical University) By Thakur publication.
ISBN- 978-93-5163-497-3
AUTHORS- Dr. Saroj Kumar, Mrs. Tripti Singh Chowdhury
Syllabus
M-42: Marketing of Services
EM-40: Services Marketing
Module 1
Introduction to Services Marketing: Understanding Services, Differences in Goods versus Services, Emerging Service Environment, Classification
of Services. (6 Hours)
Module 2
Service Market Segmentation, Targeting & Positioning: Process of market segmentation, customer loyalty Segmentation, Targeting and Positioning service value addition to the service product, planning and branding service products, new service development. (8 Hours)
Module 3
Pricing strategies for services: Service pricing, establishing monetary pricing objectives foundations of pricing objectives, pricing and demand, putting service pricing strategies into practice. (7 Hours)
Module 4
Service promotion: The role of marketing communication. Implication for communication strategies, setting communication objectives, marketing communication mix. (6 Hours)
Module 5
Implementing Services Marketing: Improving Service Quality and Productivity, SERVQUAL, Service Failures and Recovery Strategies. (8 Hours)
Module 6
Customer Relationship Marketing: Relationship Marketing, the nature of service consumption understanding customer needs and expectations, Strategic responses to the intangibility of service performances. (7 Hours)
Module 7
Managing Service Delivery Process: Managing Physical Evidence of Services, Designing and Managing Service Processes, Managing People for Service Advantage. (7 Hours)
Module 8
Marketing of Services in Sectors: Financial Services, Health Service, Hospitality Services including travel, hotels and tourism, Professional Service, Public Utility Services, Educational Services. (7 Hours)