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MARKETING
ELECTIVES
09BAM01 SERVICES MARKETING
4 0 0 4
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UNIT
I |
INTRODUCTION,
SERVICE MIX AND COMMUNICATION MIX |
12 |
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Concepts - Nature and Scope of
Services - Characteristics - Classifications, Marketing Mix for Services -
Service Quality and SERVQUAL dimensions -Branding and Communications -
Marketing Communication Mix |
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UNIT
II |
SERVICE
DESIGN, PRICING AND DELIVERY OF SERVICES |
12 |
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Planning and Creating Services - Levels of Service Product - Service Life Cycle -New Service Development -
Service Blue Prints - Physical evidence and Service scope, People and
Services - Channel Design - Selection and Functions - Impact of Information
Technology - Methods of Pricing |
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UNIT
III |
FOCUS
ON CUSTOMERS, SERVICE RELATIONSHIPS |
12 |
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Customer Expectations and
Perceptions - Customer Satisfaction - Consumer Behaviour and Services -
Service Market Segmentations - Market Target and Selections, Customer firm
Relationships - Retaining Customer - Customer Feedback and Responses -
Measuring and Improving Service Quality |
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UNIT
IV |
SERVICE
RELATIONSHIPS |
12 |
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Customer firm Relationships -
Retaining Customer - Customer Feedback and Responses - Measuring and
Improving Service Quality |
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UNIT
V |
STRATEGIES
FOR DIFFERENT SERVICES |
12 |
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Health - Tourism - Education -Entertainment - Hotel Industry and Public utility services
TOTAL: 60 |
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TEXT BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
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1. |
Christopher lovelock, Jochen, Jayanta chatterjee |
Services Marketing - People, Technology Strategy |
Pearson
Education` |
2007 |
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REFERENCE BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
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1. |
Kenneth E Clow |
Services Marketing - Operation Management and Strategy |
Biztantra, New
Delhi |
2004 |
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2. |
Halen Woodroffe |
Services Marketing |
McMillan - New
Delhi |
2004 |
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3 |
Nimit Chowdhary,
Monica Chowdhary |
Text Book of Marketing Services - The Indian Experience |
McMillan |
2005 |
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4 |
Bhattacharjee |
Services Management - an Indian Perspective |
Jaico Publishing |
2005 |
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WEB URLs:
- www.learnmarketing.net/servicemarketing.html
- www.qualityservicemarketing.blogs.com
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