| Unit 1 [Book] | |
| Introduction to Services Marketing: Introduction: Definition | VIEW |
| Characteristics and Classification of Services | VIEW |
| Difference between Product and Services Marketing | VIEW |
| Paradigms in Services Marketing | VIEW |
| Present Marketing Environment | VIEW |
| Service Market Mix: Understanding 7P’s | VIEW |
| Strategies for Services Marketing: Segmentation, Targeting and Positioning, Differentiation | VIEW |
| Unit 2 [Book] | |
| Service Design | VIEW |
| Understanding Service Consumer Behavior | VIEW |
| Services vis-à-vis goods | VIEW |
| Consumer Behavior in Services | VIEW |
| Customer Expectations and Perceptions of Services, Evaluation of Services | VIEW |
| Service Development Design | VIEW |
| Service Standards | VIEW |
| New Service Development Process | VIEW |
| Basic Service to Potential Service | VIEW |
| Customer Defined Service Standards | VIEW |
| Demand and Capacity Management | VIEW |
| Unit 3 [Book] | |
| Delivering Services: Role of Employees and Customers in Service Delivery | VIEW |
| Service Delivering Process | VIEW |
| Service Blueprinting | VIEW |
| Service Physical evidence | VIEW |
| Pricing of Services: Pricing Considerations and Strategies | VIEW |
| Managing Service Promise | VIEW |
| Role of Advertising in Service Marketing | VIEW |
| Personal Selling in Service Marketing | VIEW |
| Sales Promotion in Service Marketing | VIEW |
| Publicity in Service Marketing | VIEW |
| Public Relations in Service Marketing | VIEW |
| Service Performance | VIEW |
| Evaluating Success of Offering | VIEW |
| Service Quality and Measurement | VIEW |
| Service Complaint handling | VIEW |
| Service Recovery Management | VIEW |
| Service Guarantees | VIEW |
| GAP Model of Service Quality | VIEW |
| Unit 4 [Book] | |
| Nature, Scope and Importance of Retailing | VIEW |
| Factors Influencing Retailing | VIEW |
| Retail Models | VIEW |
| Retail Formats: Store-based (Department Stores, Supermarkets, Discount Stores) and Non-store based (e-retail, Vending, Direct Selling) | VIEW |
| Organized vs Unorganized Retail in India | VIEW |
| FDI in Retail and Current policy Framework | VIEW |
| Understanding Retail Consumer Behavior, Factors influencing in-store and Online consumer decisions | VIEW |
| Retail Marketing mix (6Ps: Product, Price, Place, Promotion, People, Presentation) | VIEW |
| Retail Branding | VIEW |
| Private Labels | VIEW |
| Unit 5 [Book] | |
| Merchandise Management | VIEW |
| Merchandise Pricing | VIEW |
| Merchandise Planning Process | VIEW |
| Assortment Planning and Category Management | VIEW |
| Retail Buying Process | VIEW |
| Retail Vendor Selection | VIEW |
| Retail Inventory Management | VIEW |
| Retail Stock Turnover | VIEW |
| Pricing Objectives and Strategies in Retail | VIEW |
| Supply Chain Management in Retail | VIEW |
| Role of Technology in Retail: Barcoding, RFID, POS | VIEW |