Services Marketing

Prof. M.K. Nithiyanandan & P. Maheswri 

ISBN - 9789387093812

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BBA University of Madras, Sixth Semester
Syllabus
 

SERVICES MARKETING (CORE SUBJECT)

Unit-I
Marketing Services: Introduction Growth of the Service Sector. The Concept of Service. Characteristics of Service – Classification of Service Designing of the Service, Blueprinting using Technology, Developing Human Resources, Building Service Aspirations.
 
Unit-II
Marketing Mix in Service Marketing: The Seven Ps: Product Decision, Pricing Strategies and Tactics, Promotion of Service and Distribution Methods for Services. Additional dimension in services marketing – people, physical evidence and process.
 
Unit-III
Effective Management of Service Marketing: Marketing Demand and Supply through Capacity Planning and Segmentation – Internal Marketing of Services – External versus Internal Orientation of Service Strategy.
 
Unit-IV
Delivering Quality Service: Causes of Service – Quality Gaps. The Customer Expectations versus Perceived Service gap. Factors and Techniques to Resolve this Gap. Customer Relationship Management. Gaps in Services – quality standards, Factors and Solutions – The Service Performance Gap – Key Factors and Strategies for Closing the Gap. External Communication to the Customers – the Promise versus Delivery Gap – Developing Appropriate and Effective Communication about Service Quality.
MU2017/BBA/6/03
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