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Old March 11th, 2017, 11:46 AM
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Default MBA Service Marketing Notes Pdf

I am doing MBA Distance Course from Pondicherry University. I need important notes and syllabus of Service Marketing subject of 4th Semester Course. So will you provide link to me to download notes and syllabus of Service Marketing subject of MBA Program? Give it in pdf format.
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Old March 11th, 2017, 02:00 PM
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Default Re: MBA Service Marketing Notes Pdf

As you are looking for important notes and syllabus of Service Marketing subject of MBA 4th Semester Distance Course of Pondicherry University, so here are following details:

Pondicherry University MBA Service Marketing Subject Notes and Syllabus

UNIT LESSON TITLE
I 1 Marketing of Services
II 2 Marketing Mix in Services Marketing
III 3 Strategic Marketing Management for Services
IV 4 Delivering Quality Services
V 5 Marketing of Different Services

Services Marketing
Unit - I
Marketing of Services - Introduction - Growth of the Service Sector - The Concept
of Service - Characteristics of Services - Classification of Services - Designing the Service
Blueprinting, Using Technology - Developing Human Resources - Building Service
Aspirations.

Unit - II
Marketing mix in services marketing - The seven Ps - Product Decisions - Pricing
Strategies and Tactics - Promotion of Services and Placing or Distribution Methods for
Services - Additional Dimensions in Services Marketing - People, Physical Evidence and
Process – Internet as a service channel.

Unit - III
Strategic Marketing Management for Services - Matching Demand and Supply
through Capacity Planning and Segmentation - Internal Marketing of a Service - External
versus Internal Orientation of Service Strategy.

Unit - IV
Delivering Quality Services - Causes of Service-Quality Gaps - The Customer
Expectations versus Perceived Service Gap - Factors and Techniques to Resolve this Gaps
in Service - Quality Standards, Factors and Solutions - The Service Performance Gap
Key Factors and Strategies for Closing the Gap - Developing Appropriate and Effective
Communication about Service Quality.

Unit – V
Marketing of Services with special reference to Financial Services - Health Services
- Hospitality Services including Travel, Hotels and Tourism - Professional Services - Public
Utility Services - Communication Services - Educational Services.

References
1. Ravi Shanker, SERVICES MARKETING: THE INDIAN PERSPECTIVE, Excel
Books, New Delhi, 2008
2. Rajendra Nargundkar, SERVICES MARKETING: TEXT & CASES, Tata McGrawHill
Pubishing Company, New Delhi, 2008
3. Christopher H. Lovelock, SERVICES MARKETING: PEOPLE, TECHNOLOGY,
STRATEGY, Pearson Education Asia.
4. R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited, New
Delhi.
5. Zcithaml, Parasuraman & Berry, DELIVERING QUALITY SERVICE, The Free
Press, Macmillan. 2008

Marketing of Services
Marketing of Services
Service is the action of doing something for someone or something. It is largely
intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it
and own it. A service tends to be an experience that is consumed at the point where it is
purchased, and cannot be owned since it quickly perishes. A person could go to a café one
day and have excellent service, and then return the next day and have a poor experience.

Introduction
Key Economic Indicators about India
GDP: $691 billion
Growth: Estimated 7-8 percent or higher in 2005-06; 7 percent in 2004-05
Breakdown: Services equal 50 percent of the GDP; industry and agriculture equal 50
percent
Ranking: 10th largest economy in the world and one of its fastest growing; fourth
largest in purchasing-power parity terms
Per capita income: $640 in 2004-05, (almost double the figure of two decades ago).
Of the 1.1 billion people, 39 percent live on less than $1 per day
Purchasing power: In 2005, approximately 170-300 million people had growing
purchasing power, thus creating a growing middle-class consumer population
Youth Power: Over 58 percent of the Indian population is under the age of 20. That
is over 564 million people, nearly twice the total population of the United States


India at a Glance
Population: 1.1 billion (Urban population - 28.4 percent)
Retail Mkt. Size: $286 billion (only 3.9 percent is organized retail). Retail trade is
booming in the country due to increasing disposable incomes of middle and upper
middle class
Growth of Malls: 375 shopping malls by 2007 from 25 in 2003; Estimated space: 90
million sq.ft.
Growing Middle-class: 300 million and estimated to be growing at 5 percent annually
Did you know that India: is the world’s second largest small car market

Pondicherry University MBA Service Marketing Subject Notes and Syllabus


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