4.15
Marketing of Services
Unit I:
Introduction to service marketing service-definitions, characteristics, reasons
for growth in service sector with special reference to India- Marketing mix for
service; marketing segmentation-market information system.
Unit II:
Service strategy, market oriented service strategy. Demand variation in service
and its management. Determinations of service quality, its management,
Dimensions of total quality management; Service triangle; service models. .
Unit III:
Service Products: development of a new service, differentiation, service
product mix, packaging, branding, strategy for service; approaches to pricing
of services- objectives, pricing strategies. Service location and providers,
working of a service distribution system.
Unit IV:
People in Marketing of services: role of employees, managing customer participation,
internal marketing objectives, influence of employee behaviour in service
quality. External marketing need, promotional campaign design, word of mouth
communication. The service inter-action process, enhancing customer
participation.
Unit V:
Marketing of Financial Services: Concept-factors governing the customer
behavior and psychology- marketing mix of financial services-Marketing of
financial services in Indian Environment.
Unit VI:
Marketing of Health Services; characteristics of health services; type of
health services- product planning and development- segmentation - pricing and
promotion strategy in the Indian Environment.
Unit VII:
Marketing of tourism: Tourism product, development and management of tourist
spot; pricing, strategic tourism promotion, tourism marketing prospects and
promotion in North East region.
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