Services Marketing

SERVICES MARKETING

BBA, Semester - VI

According to the new syllabus of

‘Bharathiar University, Coimbatore

Unit I: Introduction – What are Services? – The Services Sector in the Indian Economy – Components of Services Economy – Distinctive Characteristics of Services – Importance of Services – Classification of Services – Players in Services Sector – Evolution and Growth of Service Sector – Differences between Goods and Services.

Unit II: Service Marketing System – Importance of Services in Marketing – Expanded Marketing Mix Services Marketing Mix – Service Product Planning – Service Pricing Strategy – Services Distributions – Employees’ and Customers’ Roles in Service Delivery – Services Promotions – Physical Evidence – Role of Technology in Services Marketing.

Unit III: Service Quality – Understanding Customer Expectations and Perceptions – Measuring Service Quality – Gap Model of Service Quality – SERVQUAL – Service Quality Function Development – Service Quality Management – Quality Function Deployment for Services.

Unit IV: Services from Sectoral Perspective – Hospitality – Travel & Tourism – Financial – Logistics – Educational – Entertainment – Healthcare & Medical – Telecom Services.

Unit V: Marketing the Financial Services – Devising of Strategies in Financial Services Marketing Mix. Education as Service – Marketing of Educational Services – Strategies for Educational Marketing.