Table of Content
1. Introduction to Services Marketing
1.1 Service Basics and Differences with Goods
1.2 Service Characteristics
1.3 Growth and Career Opportunities
2. Marketing Management
2.1 Marketing Basics
2.2 The Value Proposition
2.3 Marketing Philosophies and Challenges
2.4 Marketing Planning and Tasks
3. The Marketing Environment
3.1 Micro and Macro Environment
3.2 Indian Industrial Policy of 1991
4. Services Sector Enterprise
4.1 Operational Characteristics
4.2 Service Tax
5. Consumer Behavior
5.1 Indian Consumer Basics
5.2 Consumers Expectations and Psychological Factors
5.3 The Purchase Decision Process
6. MIS and Market Research
6.1 MIS Basics and Role
6.2 Marketing Research Methods
6.3 Online Marketing Research
7. Services Strategy
7.1 Strategic Planning Process
7.2 Market-oriented Strategy
7.3 Corporate Strategy and Social Responsibility
8. Market Segmentation
8.1 Segmenting Consumers
8.2 Segmentation Criteria
8.3 Segmentation Customization and Stages
9. Addressing the Competition
9.1 Competition Types
9.2 Competition Analysis
9.3 Competition Strategies
10. Demand Management
10.1 Demand Patterns
10.2 Demand Forecasting
10.3 Demand Management
11. The Service Package
11.1 Customer Value Hierarchy
11.2 Success Factors
12. Service Branding
12.1 Service Branding Basics and Benefits
12.2 Brand Equity and Positioning
13. Visual Merchandising
13.1 Physical Evidence
13.2 Visual Merchandising
14. Pricing
14.1 Influencing Attributes
14.2 Pricing Approach and Strategies
15. Distribution
15.1 Service Distribution
15.2 e- Retailing
16. Internal Marketing
16.1 Internal Marketing Objectives and Strategies
16.2 Employee Development
16.3 Internal Marketing Challenges
17. External Marketing
17.1 External marketing Need and Basics
17.2 Communication Campaign
17.3 Success Factors
18. Interactive Marketing
18.1 Customer Interaction and Roles
18.2 Service Interaction Process
18.3 Enhancing Customer Participation
19. Service Quality Management
19.1 Service Quality and Determinants
19.2 Services Quality Process and Audit
19.3 Service Excellence
20. Service Failures and Recovery
20.1 Customer Grievances
20.2 Complaint Management
20.3 Service Recovery
20.4 Measuring Satisfaction
21. Customer Relationship Management
21.1 CRM Basics and Benefits
21.2 CRM organization and Interaction
21.3 e-CRM
22. International Marketing
22.1 International Market
22.2 Trade Barriers and WTO
22.3 International Marketing Programme
23. Consumer Protection in Services
23.1 Consumer Expectations and Concerns
23.2 Consumer Protection Act and NCDRC
23.3 Service Disruption
23.4 RTI
24. Case Studies
24.1 Banking Services
24.2 Transport Services
24.3 Hospital Services
24.4 Educational Services
24.5 Tourism Services