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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