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Management of Business Science MBA

Services Marketing - BA8008

INTRODUCTION


-> Introduction to Service Marketing
-> Scope of Service Marketing
-> Factors Contributing to The Growth of Service Sector
-> Challenges and Issues in Service Marketing
-> Marketing Challenges of Services

SERVICE MARKETING OPPORTUNITIES


-> Consumer Expectations of Services
-> Antecedents of Consumer Expectations
-> Managing Consumer Expectations
-> The Purchase Process for Services
-> Factors Contributing to Customer Satisfaction
-> Service Encounters
-> Strategies for Influencing Customer Perception
-> Classification of Services
-> Expanded Marketing Mix of Services (7 P’s)
-> Services Markets Segmentation

SERVICE DESIGN AND DEVELOPMENT


-> Service Life Cycle
-> New Service Development Process/ Stages
-> Service Blueprinting
-> Service Quality

SERVICE DELIVERY AND PROMOTION


-> Positioning of services
-> Positioning Maps
-> Service Marketing Triangle
-> A Sustainable Competitive Advantage
-> Market Defender Strategies
-> Service Channel
-> Sources of conflict

SERVICE STRATEGIES


-> Tourism and Travel Marketing
-> Hotel Marketing
-> Consultancy Marketing
-> Courier Marketing
-> Bank Marketing
-> Insurance Marketing
-> Hospital Marketing
-> Telecommunication Marketing
-> Education Marketing
-> Direct Marketing

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