SERVICE MARKETING
SYLLABUS
UNIT I
Introduction: Difference between product and services marketing; Characteristics of services; Classification of services; Paradigms in services marketing Service marketing system: Service quality; Understanding customer expectations and
zone of tolerance; Segmentation and zone of tolerance; Targeting and positioning of service
UNIT II
Services marketing mix: Augmented marketing mix; Developing the service product/intangible product; Service product planning; Service pricing strategy; Services promotions; Services distributions
UNIT III
Physical evidence: Role of communication in service marketing; People and internal communication; Process of operations and delivery of services; Role of technology inservices marketing.
UNIT IV
Marketing the Financial Services: Deciding the service Quality, Understanding the customer expectation, segmenting, targeting, and positioning of Financial Services, Devising Financial Services Marketing Mix Strategies with special reference to Credit Cards, Home Loans, Insurance and Banking.
UNIT V
Services in Global Perspective: International marketing of services; Recent trends; Principal driving force in global marketing of services; Key decisions in global marketing; Services strategy and organising for global marketing