MARKETING OF SERVICES
Subject Content
OVERVIEW OF MARKETING CONCEPT
- Objectives
- Introduction
- Criteria that must be met for marketing to occur
- What is marketing?
- Implication of definitions
- Summary
- Review questions
- Further readings
INTRODUCTION TO SERVICE MARKETING
- Objectives
- Introduction
- Definition of services
- Growth of services
- Categories of service mix
- Summary
- Review questions
- Further readings
UNIQUE CHARACTERISTICS OF SERVICES
- Objectives
- Introduction
- Challenging characteristics of services and strategies
- Intangibility
- Ownership
COMMON DIFFERENCES BETWEEN SERVICES AND GOODS
- Summary
- Review questions
- Further readings
THE SERVICE MARKETING MIX
- Objectives
- Introduction
- Basic (traditional) strategic elements 4 P’s
- Promotion and education
- Place and time
- Strategic elements associated with service delivery- extended 4 P’s
- Processes
- Physical evidence/ environment
- People
- Training
- Productivity and quality
- Summary
- Review questions
- Further readings
THE SERVICES MARKETING TRIANGLE
- Objectives
- Introduction
- The service marketing triangle & technology
- Technology and the service triangle
- Summary
- Review questions
- Further readings
CONSUMER BEHAVIOR IN SERVICE ENCOUNTERS
- Objectives
- Introduction
- Definition
- Differences among services affect customer behaviour
- Consumer decision making
- Summary
- Review questions
- Further readings
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
- Objectives
- Customer loyalty
- What is customer relationship management (CRM)
- The CRM cycle
- Customer retention strategy
- How lifetime value (LTV) is used to measure CRM
- Measuring the effect of new CRM strategies and tactics
- Review questions
- Further readings
POSITIONING STRATEGIES
- Objectives
- Introduction
- Market segmentation
- Developing positioning strategy
- Summary
- Review questions
- Further readings