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Services Marketing
9th April 2020
By
indiafreenotes
Unit 1 Introduction {Book}
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Service Marketing: Meaning, Features and Characteristics
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Service Marketing Triangle
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Purchase Process for Services
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Marketing Challenges of Services
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Role of Service in Modern Economy
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Service Marketing Environment
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Goods vs Services Marketing
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Goods Services Continuum
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Consumer Behavior
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Positioning a Service in the Marketplace
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Variation in Consumer Involvement
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Impact of Service Recovery Efforts on Customer Loyalty
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Contract: High Contact Services and Low Contact Services
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Sensitivity of Customer’s Reluctance to Change
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Unit 2 Key elements of Services Marketing Mix. {Book}
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The Service Product
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Pricing Mix
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Promotion & Communication
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Place or Distribution of Service
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People and Physical Evidence in Service Marketing
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Service Mapping
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Flowcharting
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Branding of Services Problem and Solution
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Options for Service Delivery
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Unit 3 Managing quality aspects of Services Marketing {Book}
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Improving Service Quality and Productivity
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Service Quality Gap Model
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Benchmarking
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Measuring Service Quality
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Improving Service Quality
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SERVQUAL Model
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Productivity and Improving Productivity
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Demand and Capacity Alignment
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Unit 4 Marketing of Services {Book}
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International and Global Strategies in Service Marketing
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Service in the Global Economy
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Moving from Domestic to Transactional Marketing
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Factors favoring Transnational Strategy
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Element of Transnational Strategy
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Hospitality Services
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Tourism Services
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Healthcare and Wellness Service Industry
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Banking and Insurance Services
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Media and Entertainment Service Industry
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Ethics in Service Marketing
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Unethical Practices in Service Sector
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