Last updated on February 1st, 2020 at 04:26 pm
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UNIT 1 Introduction To Services Marketing [Book Link] |
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| 1 |
Definition, Characteristics and Classification of Services |
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| 2 |
Difference between Product and Services Marketing |
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Paradigms in Services Marketing |
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Present Marketing Environment |
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Services Marketing Mix– Understanding the 7P’s |
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Strategies for Services Marketing– Segmentation, Targeting & Positioning, Differentiation. |
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UNIT 2 Understanding Consumer Behavior And Service Design [Book Link] |
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| 1 |
Understanding Consumer Behavior |
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Services Vis-A -Vis goods |
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Consumer Behavior in Services |
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Customer Expectations and Perceptions of Services- Evaluation of services |
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Service Development Design & Standards: |
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New Service Development Process |
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Basic Service to Potential Service |
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| 7 |
Customer Defined Service Standards |
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Demand and Capacity Management |
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UNIT 3 Delivering, Pricing And Managing Service Promise [Book Link] |
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| 1 |
Delivering Services: Role of Employees and Customers in service delivery |
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Role of Intermediaries |
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Service Process |
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Service Blue Printing |
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Physical Evidence |
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Pricing of Services: Pricing Considerations and Strategies |
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| 7 |
Revenue Management |
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Managing Service Promise |
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| 8 |
Role of Advertising |
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Personal Selling |
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| 10 |
Sales Promotion |
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Publicity and Public Relations |
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UNIT 4 Service Performance [Book Link] |
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Evaluating Success of Service Offering |
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| 1 |
Service Quality and Measurement |
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Complaint Handling |
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Recovery Management |
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Service Guarantees |
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Role of CRM |
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The Gaps Model Of Service Quality |
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UNIT 5 Overview Of Current Trends In Service Industries [Book Link] |
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| 1 |
Understanding of Current Trends in Service Industries- Financial |
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Current Trends in Hospitality Services |
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Current Trends in Health Services |
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Current Trends in Telecom Services |
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Current Trends in Consultancy Services |
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Current Trends in Logistic Services |
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Current Trends in Education Service Industries |
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Current Trends of NGO in Service Industries |
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Current Trends in Public Utilities Service Industries |
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Current Trends in ITES (IT enabled Services) Service Industries |
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Current Trends in Travel & Tourism Service Industries |
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| 12 |
Current Trends in e-Services and Professional Service Industries |
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