BMS: Services Marketing

Unit 1 Introduction
Service Marketing: Meaning, Features and Characteristics	VIEW
Service Marketing Triangle	VIEW
Purchase Process for Services	VIEW
Marketing Challenges of Services	VIEW
Role of Service in Modern Economy	VIEW
Service Marketing Environment	VIEW
Goods vs Services Marketing	VIEW
Goods Services Continuum	VIEW
Consumer Behavior	VIEW
Positioning a Service in the Marketplace	VIEW
Variation in Consumer Involvement	VIEW
Impact of Service Recovery Efforts on Customer Loyalty	VIEW
Contract: High Contact Services and Low Contact Services	VIEW
Sensitivity of Customer’s Reluctance to Change	VIEW

Unit 2 Key elements of Services Marketing Mix
The Service Product	VIEW
Pricing Mix	VIEW
Promotion & Communication	VIEW
Place or Distribution of Service	VIEW
People and Physical Evidence in Service Marketing	VIEW
Service Mapping	VIEW
Flowcharting	VIEW
Branding of Services Problem and Solution	VIEW
Options for Service Delivery	VIEW

Unit 3 Managing quality aspects of Services Marketing
Improving Service Quality and Productivity	VIEW
Service Quality Gap Model	VIEW
Benchmarking	VIEW
Measuring Service Quality	VIEW
Improving Service Quality	VIEW
SERVQUAL Model	VIEW
Productivity and Improving Productivity	VIEW
Demand and Capacity Alignment	VIEW

Unit 4 Marketing of Services {Book}
International and Global Strategies in Service Marketing	VIEW
Service in the Global Economy	VIEW
Moving from Domestic to Transactional Marketing	VIEW
Factors favoring Transnational Strategy	VIEW
Element of Transnational Strategy	VIEW
Hospitality Services	VIEW
Tourism Services	VIEW
Healthcare and Wellness Service Industry	VIEW
Banking and Insurance Services	VIEW
Media and Entertainment Service Industry	VIEW
Ethics in Service Marketing	VIEW
Unethical Practices in Service Sector	VIEW