Table of Content
 

 

1. Introduction to Services Marketing

1.1 Service Basics and Differences with Goods

1.2 Service Characteristics

1.3 Growth and Career Opportunities

2. Marketing Management

2.1 Marketing Basics

2.2 The Value Proposition

2.3 Marketing Philosophies and Challenges

2.4 Marketing Planning and Tasks

3. The Marketing Environment

3.1 Micro and Macro Environment

3.2 Indian Industrial Policy of 1991

4. Services Sector Enterprise

4.1 Operational Characteristics

4.2 Service Tax

5. Consumer Behavior

5.1 Indian Consumer Basics

5.2 Consumers Expectations and Psychological Factors

5.3 The Purchase Decision Process

6. MIS and Market Research

6.1 MIS Basics and Role

6.2 Marketing Research Methods

6.3 Online Marketing Research

7. Services Strategy

7.1 Strategic Planning Process

7.2 Market-oriented Strategy

7.3 Corporate Strategy and Social Responsibility

8. Market Segmentation

8.1 Segmenting Consumers

8.2 Segmentation Criteria

8.3 Segmentation Customization and Stages

9. Addressing the Competition

9.1 Competition Types

9.2 Competition Analysis

9.3 Competition Strategies

10. Demand Management

10.1 Demand Patterns

10.2 Demand Forecasting

10.3 Demand Management

11. The Service Package

11.1 Customer Value Hierarchy

11.2 Success Factors

12. Service Branding

12.1 Service Branding Basics and Benefits

12.2 Brand Equity and Positioning

13. Visual Merchandising

13.1 Physical Evidence

13.2 Visual Merchandising

14. Pricing

14.1 Influencing Attributes

14.2 Pricing Approach and Strategies

15. Distribution

15.1 Service Distribution

15.2 e- Retailing

16. Internal Marketing

16.1 Internal Marketing Objectives and Strategies

16.2 Employee Development

16.3 Internal Marketing Challenges

17. External Marketing

17.1 External marketing Need and Basics

17.2 Communication Campaign

17.3 Success Factors

18. Interactive Marketing

18.1 Customer Interaction and Roles

18.2 Service Interaction Process

18.3 Enhancing Customer Participation

19. Service Quality Management

19.1 Service Quality and Determinants

19.2 Services Quality Process and Audit

19.3 Service Excellence

20. Service Failures and Recovery

20.1 Customer Grievances

20.2 Complaint Management

20.3 Service Recovery

20.4 Measuring Satisfaction

21. Customer Relationship Management

21.1 CRM Basics and Benefits

21.2 CRM organization and Interaction

21.3 e-CRM

22. International Marketing

22.1 International Market

22.2 Trade Barriers and WTO

22.3 International Marketing Programme

23. Consumer Protection in Services

23.1 Consumer Expectations and Concerns

23.2 Consumer Protection Act and NCDRC

23.3 Service Disruption

23.4 RTI

24. Case Studies

24.1 Banking Services

24.2 Transport Services

24.3 Hospital Services

24.4 Educational Services

24.5 Tourism Services