Service Marketing

Paper Code: 
RTM 332
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
18.00
Unit I: 
Service

Meaning and Nature of services, Classification of services, service provider and service seeker. Growth of services.

18.00
Unit II: 
Service Marketing

Meaning, Definition, Role , Evolution, Essence and future of services marketing

18.00
Unit III: 
Planning and Market Segmentation

Planning process of service marketing , Developing an effective service mission – market segmentation – positioning and differentiation of services

18.00
Unit IV: 
Services marketing Mix

Product, Price, Place, Promotion- People, Physical evidence, process, service marketing tri-angles.

18.00
Unit V: 
Customer Orientation

Customer service quality, customer retention- Relationship Marketing Programme- Listening to consumer, Methods of listening- complaint Management- service Guarantees- measuring customer satisfaction – Designing analysis, customer satisfaction survey feedback.

Essential Readings: 

• Ram Mohan Rao, Services Marketing (Pearson Education)
• Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing.
• John M. Rathmoll: Marketing in the service sector (Winthrop)
• Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)
• K. Dauglas Hoffiman and John E.G. Bateson : Essentials of services Marketing (Harcourt college)

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