602: Marketing of
Service
Marks: 80
Unit-I : 20
Introduction;
Service Sector, growth of services, state of services, nature and characteristics
of services, challenges of intangibility, need for marketing.
Unit-II : 20
Service marketing
mix; product, price, place, promotion; service distribution strategy, Franchising,
participants, service process.
Unit-III : 20
Service system
and customer behaviour; front office, back office operation system, service
delivery system, need to know customer, customer as a decision maker, service decision
process; need for new services, information search, service evaluation, pre and
post purchase behaviour.
Unit-IV : 20
Marketing of
Banking & Insurance Service, Health Services, Tourism marketing, Hotel
marketing, Transport marketing- concept, products, users, marketing mix,
marketing process.
Suggested Books:
S.M. Jha, service
Marketing, Himalaya Publishing House, Mumbai.
Harsh V. Verma,
service Marketing, Pearson Education, New Delhi.
Sudhir Andrews,
Tourism and Hospitality Industry, tata McGraw Hill, New Delh
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