Total Credits: 4; Maximum Marks: 100 (Internal: 30, External: 70); Time: 3 Hours Note: The examiner is required to set eleven questions in all. The question number one will be compulsory, and would contain five parts of four marks each (one part from each unit of the syllabus). Further, two questions of ten marks each are to be set from each units of the syllabus. In all, the students are required to attempt six questions one compulsory – question and one question from each unit of the syllabus. Course Objective: The objective of this course is to acquaint the students with concepts of services marketing, focus areas in the services marketing. Unit-I Services Meaning, Characteristics & Nature. Growth in Service Sector, Growth in – Services Sector, Marketing of Services-Conceptual Framework, Marketing Mix in Services, Services Marketing Environment, Services Triangle Unit-II Services Consumer Behaviour, Designing Service Marketing Strategy, STP (Segmenting, Targeting and Positioning)-Approach in Service Sector, New Service Design and Development, Unit-III Service Demand Management, Role of Customers in Services, Role of Employees in Services, Service Quality, Gap Analysis, SERVQUAL, Customer Satisfaction and Relationship Marketing in Services Unit-IV Services Pricing-Objectives & Approaches, Managing Physical Evidence, Integrated Marketing Communication in Services. Relationship Marketing in Services Unit-V Delivery & Distribution of Services, Global Strategies in Services Management, Service Failure and Recovery, Role of Technology in Services, Recent Trends in Services Suggested Readings: 1. Valarie A Zeithaml, Mary Jo Bitner, Ajay Pundit: Services Marketing,Tata McGraw-hill, 4th edition , 2008 2. Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee :Service Marketing, 5th Edition, 2006 3. James A.Fitzimmons : Services Management , Tata McGraw-Hill, 5th edition, 2006 4. K.Rama Mohana Rao : Services Marketing , Pearson India, 2005 4. Nimit Chowdhary, Monika Chowdhary : Marketing of Services , Macmillan India, 2005. 5. C Bhattacharjee : Services Marketing , Excel Books, 2006 6. Rajendra Nargundkar : Services Marketing , Tata McGraw-hill, 2th edition , 2006 7. Govind Apte : Services Marketing , Oxford Publication, 2004. 8. M.K. RamPal, S.L. Gupta : Service Marketing, Galgotia Publication, IMS-804 : International Marketing
Total Credits: 4; Maximum Marks: 100 (Internal: 30, External: 70); Time: 3 Hours Note: The examiner is required to set eleven questions in all. The question number one will be compulsory, and would contain five parts of four marks each (one part from each unit of the syllabus). Further, two questions of ten marks each are to be set from each units of the syllabus. In all, the students are required to attempt six questions – one compulsory question and one question from each unit of the syllabus. Course Objective: The objective of this course is to acquaint the students with concepts of services marketing, focus areas in the services marketing. Unit-I Services – Meaning, Characteristics & Nature. Growth in Service Sector, Growth in Services Sector, Marketing of Services-Conceptual Framework, Marketing Mix in Services, Services Marketing Environment, Services Triangle Unit-II Services Consumer Behaviour, Designing Service Marketing Strategy, STP (Segmenting, Targeting and Positioning)-Approach in Service Sector, New Service Design and Development, Unit-III Service Demand Management, Role of Customers in Services, Role of Employees in Services, Service Quality, Gap Analysis, SERVQUAL, Customer Satisfaction and Relationship Marketing in Services Unit-IV Services Pricing-Objectives & Approaches, Managing Physical Evidence, Integrated Marketing Communication in Services. Relationship Marketing in Services Unit-V Delivery & Distribution of Services, Global Strategies in Services Management, Service Failure and Recovery, Role of Technology in Services, Recent Trends in Services Suggested Readings: 1. Valarie A Zeithaml, Mary Jo Bitner, Ajay Pundit: Services Marketing,Tata McGraw-hill, 4th edition , 2008 2. Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee :Service Marketing, 5th Edition, 2006 3. James A.Fitzimmons : Services Management , Tata McGraw-Hill, 5th edition, 2006 4. K.Rama Mohana Rao : Services Marketing , Pearson India, 2005 4. Nimit Chowdhary, Monika Chowdhary : Marketing of Services , Macmillan India, 2005. 5. C Bhattacharjee : Services Marketing , Excel Books, 2006 6. Rajendra Nargundkar : Services Marketing , Tata McGraw-hill, 2th edition , 2006 7. Govind Apte : Services Marketing , Oxford Publication, 2004. 8. M.K. RamPal, S.L. Gupta : Service Marketing, Galgotia Publication, IMS-804 : International Marketing