SERVICE MARKETING

Introduction to Services Marketing : role of services marketing; Characterstic of Services, Classification of Services, Consumer behaviour in service encounters: customer interaction, purchase process, needs and expectations of customers; positioning services in competitive markets: search for competitive advantage; market segmentation, positioning vis-à-vis competitors,

Creating the Service Product : identifying and classifying supplementary services, planning and branding service products, new service development; Services Market Mix, Service Product Planning, Branding and communication; Role of communication in service marketing, internal communication, Service Pricing Strategy, effective pricing, objectives and foundations for setting prices; Service Distribution, options for service delivery, place and time decisions, delivery in cyberspace, role of intermediaries

Service Processes : service process redesign, customer misbehaviour; balancing demand, capacity: fluctuations in demand, capacity constrain, Planning the service environment: Dimensions of service environment; Managing people for service advantage: Service
leadership and culture

Managing Relationship & Building Loyalty : customer-firm relationship, analyzing and managing customer base; Customer Management Relationship System in services marketing; customer feedback and service recovery: customer complaining behavior, Devising Financial Services Marketing Mix Strategies with special reference to Credit Cards, Home Loans, Insurance and Banking.

Effective Service Recovery : Principles and responses to effective service recovery, service quality and the gap model, measuring and improving service quality, defining, measuring and improving service productivity; organizing for service leadership: search for synergy in service management, creating a leading service organization

Services in Global Perspective : International marketing of services; Recent trends; Principal driving force in global marketing of services; Key decisions in global marketing; Services strategy and organising for global marketing.