M2 Service Marketing

Unit 1 (book)
Introduction: Definition, Characteristics and Classification of Services
Difference between Product and Services marketing
Paradigms in Services Marketing
Present Marketing Environment
Services marketing Mix: 7P’s of Services Marketing
Difficulties & Challenges in Services Marketing

Unit 2 (book)
Strategies for Services Marketing: Segmentation, Targeting & Positioning, Differentiation
Understanding Consumer Behaviour
Services vis-à-vis goods
Consumer Behaviour in Services
Customer Expectations and Perceptions of Services

Unit 3 (book)
Service Development Design & Standards
New Service Development, Process Service Standards
Demand and Capacity Management in Delivering Services
Role of Employees and Customers in service delivery
Quality in Service marketing

Unit 4 (book)
Service Process
Service Blueprinting
Physical evidence
Pricing of Services:
Pricing Considerations and Strategies
Managing Service Promise:
Role of Advertising
Personal Selling
Sales Promotion
Publicity and Public Relations in service marketing

Unit 5 (book)
Evaluating Success of Service Offering:
Service quality and measurement
Complaint handling
Service Guarantees
Role of CRM in Service
The Gaps Model of Service Quality
Latest issues in service marketing with reference to Uber, Ola, OYO, Swiggy, Zomato.