FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
SECTION-A Module-I Introduction to Services MarketingUnderstanding Services, Differences in Goods versus Services, Emerging Service Environment, Classification of Services. Module-II Service Market Segmentation, Targeting & PositioningProcess of Market Segmentation, Customer Loyalty Segmentation, Targeting and Positioning Service Value Addition to the Service Product, Planning and Branding Service Products, New Service Development. Module-III (6 Hours)Pricing Strategies for ServicesService Pricing, Establishing Monetary Pricing Objectives Foundations of Pricing Objectives, Pricing and Demand, Putting Service Pricing Strategies into Practice. Module-IV Service PromotionThe Role of Marketing Communication. Implication for Communication Strategies, Setting Communication Objectives, Marketing Communication Mix. Module-V Implementing Services MarketingImproving Service Quality and Productivity, SERVQUAL, Service Failures and Recovery Strategies. Module-VI Customer Relationship MarketingRelationship Marketing, the Nature of Service Consumption understanding Customer Needs and Expectations, Strategic Responses to the Intangibility of Service Performances. Module-VII Managing Service Delivery ProcessManaging Physical Evidence of Services, Designing and Managing Service Processes, Managing People for Service Advantage. Module-VIII Marketing of Services in SectorsFinancial Services, Health Service, Hospitality Services including Travel, Hotels and Tourism, Professional Service, Public Utility Services, Educational Services.