Unit 1 Introduction of Service Marketing {Book} |
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Introduction: Definition, Characteristics and Classification of Services |
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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: 7P’s of Services Marketing |
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Difficulties & Challenges in Services Marketing |
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Unit 2 Understanding Consumer Behaviour and Service Design {Book} |
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Strategies for Services Marketing: Segmentation, Targeting & Positioning, Differentiation |
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Understanding Consumer Behaviour |
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Services vis-à-vis goods |
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Consumer Behaviour in Services |
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Customer Expectations and Perceptions of Services |
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Unit 3 Delivering, Pricing and Managing Service Promise {Book} |
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Service Development Design & Standards |
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New Service Development, Process Service Standards |
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Demand and Capacity Management in Delivering Services |
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Role of Employees and Customers in service delivery |
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Quality in Service marketing |
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Unit 4 {Book} |
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Service Process |
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Service Blueprinting |
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Physical evidence |
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Pricing of Services: |
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Pricing Considerations and Strategies |
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Managing Service Promise: |
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Role of Advertising |
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Personal Selling |
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Sales Promotion |
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Publicity and Public Relations in service marketing |
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Unit 5 {Book} |
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Evaluating Success of Service Offering: |
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Service quality and measurement |
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Complaint handling |
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Service Guarantees |
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Role of CRM in Service |
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The Gaps Model of Service Quality |
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Latest issues in service marketing with reference to Uber, Ola, OYO, Swiggy, Zomato. |
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Read More: https://theintactone.com/2019/06/19/ggsipu-bcom318-services-marketing/
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