Marketing Services notes – University notes

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

Leave a Reply

Your email address will not be published. Required fields are marked *