Coming soon
Services Marketing
The course aims at exposing the students to the various aspects & concepts of production & operations activities that are important for the smooth running of an enterprise.
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: 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
Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,
Positioning-meaning & importance.
Marketing research in services marketing- concept & process.
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.
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. Adam EE and Ebert RJ; Production and Operations Management; PHI, New Delhi
2. Dobler, D.W. etc. Purchasing & Material Management, New York, Mc. Graw Hill.
3. Dutta, A.K. Integrated Materials Management, New Delhi, PHI, 1986.
1. Caubang, Ted C. Readings on Production Planning & Control, Geneva, ILO.
2. Baily P. etc. Purchasing Principles & Management. London, Pitman, 1994.
