SERVICES MARKETING

unit – I introduction — what are services? — The services sector in the Indian economy —components of services economy — distinctive characteristics of services — importance of services — classification of services — players in services sector — evolution and growth of service sector — differences between Goods and Services br>Unit – II service marketing system — importance of services in marketing —– expanded marketing mix services marketing mix — service product planning — service pricing strategy — services distributions — employees‘ and customers‘ roles in service delivery — services promotions — physical evidence — role of technology in services marketing. Br>unit – III service quality — understanding customer expectations and perceptions— measuring service quality — gap model of service quality — servqual — service quality function development — service quality Management — quality function deployment for services — br>Unit – IV services from sectoral perspective — hospitality – travel & tourism – financial – logistics – educational – entertainment – healthcare & medical — telecom services br>Unit – V marketing the financial services — devising of strategies in financial services marketing mix. Education as service — marketing of Educational services — strategies for educational marketing.