| UNIT 1 Introduction To Services Marketing [Book Link] | ||
| 1 | Definition, Characteristics and Classification of Services | VIEW |
| 2 | Difference between Product and Services Marketing | VIEW |
| 3 | Paradigms in Services Marketing | VIEW |
| 4 | Present Marketing Environment | VIEW |
| 5 | Services Marketing Mix: Understanding the 7P’s | VIEW |
| 6 | Strategies for Services Marketing- Segmentation, Targeting & Positioning, Differentiation. | VIEW |
| UNIT 2 Understanding Consumer Behavior And Service Design [Book Link] | ||
| 1 | Understanding Consumer Behavior | VIEW |
| 2 | Services Vis-A -Vis goods | VIEW |
| 3 | Consumer Behavior in Services | VIEW |
| 4 | Customer Expectations and Perceptions of Services- Evaluation of services | VIEW |
| Service Development Design & Standards: | ||
| 5 | New Service Development Process | VIEW |
| 6 | Basic Service to Potential Service | VIEW |
| 7 | Customer Defined Service Standards | VIEW |
| 8 | Demand and Capacity Management | VIEW |
| UNIT 3 Delivering, Pricing And Managing Service Promise [Book Link] | ||
| 1 | Delivering Services- Role of Employees and Customers in service delivery | VIEW |
| 2 | Role of Intermediaries | VIEW |
| 3 | Service Process | VIEW |
| 4 | Service Blue Printing | VIEW |
| 5 | Physical Evidence | VIEW |
| 6 | Pricing of Services- Pricing Considerations and Strategies | VIEW |
| 7 | Revenue Management | VIEW |
| Managing Service Promise | ||
| 8 | Role of Advertising | VIEW |
| 9 | Personal Selling | VIEW |
| 10 | Sales Promotion | VIEW |
| 11 | Publicity and Public Relations | VIEW |
| UNIT 4 Service Performance [Book Link] | ||
| Evaluating Success of Service Offering | ||
| 1 | Service Quality and Measurement | VIEW |
| 2 | Complaint Handling | VIEW |
| 3 | Recovery Management | VIEW |
| 4 | Service Guarantees | VIEW |
| 5 | Role of CRM | VIEW |
| 6 | The Gaps Model Of Service Quality | VIEW |
| UNIT 5 Overview Of Current Trends In Service Industries [Book Link] | ||
| 1 | Understanding of Current Trends in Service Industries- Financial | VIEW |
| 2 | Current Trends in Hospitality Services | VIEW |
| 3 | Current Trends in Health Services | VIEW |
| 4 | Current Trends in Telecom Services | VIEW |
| 5 | Current Trends in Consultancy Services | VIEW |
| 6 | Current Trends in Logistic Services | VIEW |
| 7 | Current Trends in Education Service Industries | VIEW |
| 8 | Current Trends of NGO in Service Industries | VIEW |
| 9 | Current Trends in Public Utilities Service Industries | VIEW |
| 10 | Current Trends in ITES (IT enabled Services) Service Industries | VIEW |
| 11 | Current Trends in Travel & Tourism Service Industries | VIEW |
| 12 | Current Trends in e-Services and Professional Service Industries | VIEW |
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