{"id":15679,"date":"2025-06-17T14:54:31","date_gmt":"2025-06-17T14:54:31","guid":{"rendered":"https:\/\/zedex.co.in\/vipulp\/?post_type=product&p=15679"},"modified":"2025-06-17T14:54:37","modified_gmt":"2025-06-17T14:54:37","slug":"services-marketing","status":"publish","type":"product","link":"https:\/\/zedex.co.in\/vipulp\/product\/services-marketing\/","title":{"rendered":"Services Marketing"},"content":{"rendered":"

SYLLABUS<\/strong><\/h2>\n

(1)\u00a0\u00a0\u00a0 Introduction of Services Marketing:\u00a0\u00a0<\/strong><\/h3>\n
    \n
  • Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services.<\/li>\n
  • Role of Services in Modern Economy, Services Marketing Environment.<\/li>\n
  • Goods vs Services Marketing, Goods Services Continuum.<\/li>\n
  • Consumer Behaviour, Positioning a Service in the Market Place.<\/li>\n
  • Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty.<\/li>\n
  • Type of Contact: High Contact Services and Low Contact Services.<\/li>\n
  • Sensitivity to Customers\u2019 Reluctance to Change.<\/li>\n<\/ul>\n

    <\/h3>\n

    (2)\u00a0\u00a0\u00a0 Key Elements of Services Marketing Mix:\u00a0<\/strong><\/h3>\n
      \n
    • The Service Product, Pricing Mix, Promotion and Communication Mix, Place \/ Distribution of Service, People, Physical Evidence, Process-Service Mapping-Flowcharting.<\/li>\n
    • Branding of Services \u2013 Problems and Solutions.<\/li>\n
    • Options for Service Delivery.<\/li>\n<\/ul>\n

      \u00a0<\/strong><\/p>\n

      (3)\u00a0\u00a0\u00a0 Managing Quality Aspects of Services Marketing:\u00a0<\/strong><\/h3>\n
        \n
      • Improving Service Quality and Productivity.<\/li>\n
      • Service Quality \u2013 GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality.<\/li>\n
      • The SERVQUAL Model.<\/li>\n
      • Defining Productivity \u2013 Improving Productivity.<\/li>\n
      • Demand and Capacity Alignment.<\/li>\n<\/ul>\n

        \u00a0<\/strong><\/p>\n

        (4)\u00a0\u00a0\u00a0 Marketing of Services:\u00a0 \u00a0\u00a0<\/strong><\/h3>\n
          \n
        • International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing.<\/li>\n
        • Factors Favoring Transnational Strategy.<\/li>\n
        • Elements of Transnational Strategy.<\/li>\n
        • Recent Trends in Marketing of Services in: Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT and Entertainment Industry.<\/li>\n
        • Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

          TYBMS — SEMESTER – V<\/h3>\n

          Author: Romeo S. Mascarenhas<\/h2>\n

          SEVENTH REVISED EDITION 2024<\/h2>\n","protected":false},"featured_media":14822,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"product_brand":[],"product_cat":[1049,1092,1063,1062],"product_tag":[],"class_list":{"0":"post-15679","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_cat-bms-b-com-ms","7":"product_cat-elective-marketing-semester-v-t-y-bms","8":"product_cat-semester-v-t-y-bms","9":"product_cat-t-y-bms","11":"first","12":"instock","13":"shipping-taxable","14":"purchasable","15":"product-type-simple"},"acf":[],"_links":{"self":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product\/15679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/types\/product"}],"replies":[{"embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/comments?post=15679"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/media\/14822"}],"wp:attachment":[{"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/media?parent=15679"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_brand?post=15679"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_cat?post=15679"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/zedex.co.in\/vipulp\/wp-json\/wp\/v2\/product_tag?post=15679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}