Service Marketing

                                                                                                                                                                          Syllabus

                                                                  MBA- MM-403  

Service Marketing

Services and The Economy- The Growing Influence of Services in the Economies of the Countries around the Globe. Services and the Indian Economy: Contribution and Reasons for Growth of Services in India.

Services and It’s Marketing- Unique Characteristics of Services and Problems Associated with Services Marketing on Account of these. Overcoming Challenges Associated with Services Marketing. Goods-Service Categorisation. Types of Services- Core and Supplementary.

Service Marketing Environment and Mix- Prominent Environmental Factors Influencing Service Marketing. A Bird’s Eye-View of Service Marketing Mix- Product, Price, Place, Promotion, Process, People, Physical Evidence and Productivity.

Service Management Triangle- An Introduction to the Concept and its Variants viz. Internal Marketing, External Marketing and Interactive Marketing.

Service Quality, Productivity and Recovery- Service Quality- Prominent Models. Service Productivity- Measurement and Productivity Enhancement Strategies. Relationship between Service Quality and Productivity. Service Recovery- Significance. Recovery Techniques.

Service Value Enhancement- Service Differentiation Significance and Techniques. Service Positioning- Ways. Relationship Marketing- Significance and Tools.