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Service Marketing
Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.
Introduction to Services & Services marketing:
Services -Concept of, Characteristics .Difference between Goods and Services, Classification of services
Concept of Service Marketing, components of service marketing, Goods and service continuum.
Significance of services marketing.
Marketing Mix for services:
Marketing Mix: Meaning and importance of Marketing mix of services.
Marketing mix elements for services-Product - Levels of service product, Service Product mix and its features, New service development process. Price mix ,Place mix, Various Tools of Promotion mix. Expanded mix for service marketing - People, Process and Physical Evidence. Service marketing Triangle
Strategic Issues in Services marketing:
Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,
Positioning-meaning & importance.
Marketing research in services marketing- concept & process.
Service quality – meaning, importance. Dimensions used to measure service quality. GAP Model of service quality.
Total Quality Management : Meaning, principle, effects. Quality Circles: definition, benefits, structure.
Service encounter- meaning , type. Service failure – meaning , reasons . Service recovery- meaning, strategies. Customer retention- meaning, benefits.
Bank Marketing-Concept, Need, Importance, Marketing mix for banking services.
Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services.
Tourism Marketing- Concept, Need, Importance, Marketing mix for tourism services
1. Apte Govind, “ Services Marketing”.Oxford Higher Education.2010.
2. Jha S. M., “Service Marketing”, Himalaya Publishing House, Bombay.1st edition 3.
3. Srinivasan R., “Service Marketing- The Indian Context”, Prentice Hall of India Pvt. Ltd, New Delhi.2005.
4. Balaji B. “Services Marketing And management”, S.Chand & Company Pvt. Ltd.2014.
1. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
2. Valarie A.Zeithaml & Mary Jo-Bitner: Services Marketing-Integrating Customer Focus Across the Firm, 3/e, TMH, 2003.
3.Christian Gronroos, “Services Management and Marketing, Wiley Higher Education.2012.
