Coming soon
SERVICES MARKETING
Paper Code:
BSG 424
Credits:
6
Contact Hours:
90.00
Max. Marks:
100.00
18.00
- 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.
18.00
- 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
18.00
- Strategic Issues in Services marketing:
- Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,
- Positioning-meaning & importance.
- Marketing research in services marketing- concept & process
- Service Demand management – Demand situations, Demand pattern , Demand management strategies.
18.00
- 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
18.00
- 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.
- Recent trends in services marketing.
Essential Readings:
- Apte G. Services Marketing. Oxford Higher Education.
- Srinivasan R. Service Marketing- The Indian Context. Prentice Hall of India Pvt. Ltd, New Delhi.
- Rao, K Rama Mohan. Services Marketing. Pearson Education.
- Jha S. M. Service Marketing. Himalaya Publishing House.
References:
- Lovelock, C. H., Wirtz, J. & Chatterjee, J. Services Marketing- People, Technology, Strategy. Pearson Education.
- Valarie A, Z., Mary, J. B., & Dwayne D, G.. Services Marketing: Intergrating Customer Focus Across the Firm. McGraw Hall.
- Grönroos, C. Service management and marketing: customer management in service competition. John Wiley & Sons.
- Shajahan, S. Services Marketing – Concepts, Practices & Cases From Indian Environment. Himalaya Publishing Company.
Note: Latest edition of the readings may be used.
e-RESOURCES
https://nptel.ac.in/courses/110105038
JOURNALS:
- Indian Journal of Marketing
- Journal of Marketing
- Marketing Management
Academic Year:
