Services Marketing - LPU Distance Education (LPUDE)
Services Marketing
DMGT510
Edited by:
Hitesh Jhanji
SERVICES MARKETING
Edited By
Hitesh Jhanji
Printed b y
EXCEL BOOKS PRIVATE LIMITED
A-45, Naraina, Phase-I,
New Delhi-110028
for
Lovely Professional University
Phagwara
SYLLABUS
Services Marketing
Objectives: The objective of this course is to acquaint the students to the uniqueness of the services characteristics and its
marketing implications. The intent of the course is to discuss, measure and analyze several facets in the area of services
marketing essential for the success of a service sector firm.
Sr. No.
Discription
1.
Introduction to Services Marketing, Understanding Service Characteristics, Product versus Services,
Classification of Services, Services Marketing Environment.
2.
7Ps of Services Marketing Mix, Purchase Process for services.
3.
Customer Expectations and Perceptions of Services through Marketing Research, CRM in services.
4.
Service Quality issues and Models on Service Quality.
5.
The Service Segmentation, Targeting, Positioning a Service in the marketplace, Understanding Positioning
Maps, Developing Service Blueprint.
6.
Service Product & Operation, Understanding Employees and Customers Role in Service Delivery
7.
Pricing of Services, Delivering Service through Intermediaries, distribution growth options,
Internationalization in distribution
8.
Developing Integrated Communication Program, Designing Servicescapes
9.
Competitive Marketing Strategy, Developing Service Recovery Strategies, Managing Demand, Supply and
Productivity, Managing waiting Lines,
CONTENT
Unit 1:
Introduction to Services Marketing
1
Tanima Dutta, Lovely Professional University
Unit 2:
Service Marketing Environment
20
Tanima Dutta, Lovely Professional University
Unit 3:
The Service Marketing Mix and Purchase Process
37
Tanima Dutta, Lovely Professional University
Unit 4:
Customer Expectations and Perceptions of Services through Marketing Research
56
Tanima Dutta, Lovely Professional University
Unit 5:
Customer Relationship Management in Services
80
Sukhpreet Kaur, Lovely Professional University
Unit 6:
Service Quality
99
Pretty Bhalla, Lovely Professional University
Unit 7:
Service Segmentation and Targeting
120
Pretty Bhalla, Lovely Professional University
Unit 8:
Market Positioning and Blueprinting in Services
138
Pretty Bhalla, Lovely Professional University
Unit 9:
Service Product and Operation
154
Gopika Juneja, Lovely Professional University
Unit 10: Role of Employees and Customers in Service Delivery
182
Gopika Juneja, Lovely Professional University
Unit 11: Pricing of Services
196
Gopika Juneja, Lovely Professional University
Unit 12: Distribution of Services
214
Gopika Juneja, Lovely Professional University
Unit 13: Promotions and Servicescapes in Services
234
Hitesh Jhanji, Lovely Professional University
Unit 14: Service Strategies
Hitesh Jhanji, Lovely Professional University
256
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