PGDM- Semester – III

SERVICES MARKETING AND MANAGEMENT

Learning Hours : 30
Credits : 03

Context
The service sector in India is growing at a rapid pace. In organizations like banks, insurance companies, retail,
financial service providers or software, the service is the main component of the organization’s offering. In
organizations manufacturing tangible products such as cars, laptops, consumer durables or mobile phones, the major
value-addition may be in the form of a service component. All these developments make it necessary for young
managers to pay special attention to the management and marketing of services

Course Objectives
1. Identify the differences in tangible products and services
2. Explain the elements of the services marketing mix
3. Construct a blueprint for a service
4. Comprehend the challenges and opportunities in managing and marketing services

Content Outline
Unit 1- Introduction to Services Marketing and Management: Definition and Characteristics of services;
Classification of services; Consumer Behaviour in services: differences in buying process for services and tangible
products – factors influencing buying behaviour – search, experience, and credence attributes – customer
expectations and perceptions – ‘moments of truth’; Extended Marketing Mix for services: Rationale for 3 additional
marketing mix elements-people, process, physical evidence

Unit 2- Service Product: Flower of Service Model; Service Failure and Recovery, service guarantees; Service
Quality Models and Measurement; Service Process: Service blueprint – setting service standards (hard and soft
measures) – establishing customer connect to enhance satisfaction – implications of outsourcing and technology

Unit 3- Service Pricing, Promotion and Distribution: How service pricing is different from pricing of tangible
products - Price discrimination and segmented pricing- Revenue management; Integrated marketing communication
in services – importance of referrals; Critical aspects of service distribution – delivering services through
intermediaries - electronic and self-service mechanisms

Unit 4- The ‘people’ element: Role of employees in service delivery – role of customers, customers as co-
producers; managerial actions

Unit 5- Physical evidence and service-scape: The need for physical evidence - Service scape elements – virtual
service scape

Unit 6- Managing Demand and Capacity: Demand and Capacity in a service context, managerial actions to address
excess and inadequate demand; managerial actions to address excess and inadequate capacity

Inputs From: - Outputs to; -

Marketing Management, Operations Management, Marketing Strategy, Service Operations
Human Resource Management Management, E-Business, Human Resource
Development
Reference Books
Basic Texts

1. Zeithaml, V.A. Bitner, M.J. “Services Marketing”. New Delhi. Tata McGraw-Hill
Publishing Company, 2008, Pp. Xxix, 743
2. Lovelock, C Wirtz, J. “Services Marketing: People, Technology, Strategy”. New Delhi
Pearson Education Asia. 2010, Pp. Xxv,637
3. Nargundkar, R. “Services Marketing: Text and Cases”. New Delhi. Tata McGraw-Hill
Publishing Company Limited.2006, Pp. Xvii, 451
4. Hoffman, K.D. Bateson, J.E.G. “Essentials of Services Marketing: Concepts, Strategies, &
Cases”. Singapore. Thomson Southwestern.,2002, Pp. Xxi, 569
5. Mudie, P. Pirrie, A. “Services Marketing Management”. New Delhi. Elsevier India

Reference Books:

6. Pallmer, A. “Principles of Services Marketing”. Singapore. McGraw-Hill International

Company, 2001, Pp.350
7. Payne, A. “Essence of Services Marketing”. Prentice-Hall of India Private Limited. New
Delhi.1995, X, Pp.253
8. Gilmore, A. “Services Marketing and Management”. New Delhi. Response Books (A
Division of Sage Publications India Pvt. Ltd.2006, Pp.215
9. Verma, H.V. “Services Marketing: Text and Cases”. New Delhi. Pearson Education
Pvt.Ltd.2008, Pp.Xiv, 47
10. Apte, G. “Services Marketing”. New Delhi. Oxford University Press.2008, Pp.440
11. Jauhari, V. Dutta, K. “Services: Marketing, Operations, And Management”. New Delhi.
Oxford University Press.2009, Pp.Xv, 584
12. Vedpuriswar, A.V. “Services: At & T, Fed Ex, Indian Hotels, McDonald’s, Walt Disney”.
Hyderabad. Institute Of Chartered Financial Analysts of India.2002, Pp. Xiii, 205
13. Forsyth, P. “Marketing Professional Services: Practical Approaches to Practice
Development”. London. Kogan Page Limited.1999, Pp. Xix, 295
14. Das, R. “Strategic Management of Services”. New Delhi. Oxford University Press.1997, Pp.
Ix,435
15. Kostecki, M M. “Marketing Strategies for Services: Globalization, Client Orientation,
Deregulation”. Oxford. Pergamon Press,1993, Pp.Xix,25

Course Outcome
CO1 Identify the differences in tangible products and services
CO2 Explain the elements of the services marketing mix
CO3 Construct a blueprint for a service
CO4 Comprehend the challenges and opportunities in managing and marketing services

CO-PO Rubric
CO1 CO2 CO3 CO4
PO1 H H H L
PO2 M M H H
PO3 L L M H
PO4 L L L L
PO5 L L L L
PO6 L L L H
PO7 H H H H