REFERENCES

1. Bert Rosenbloom: MARKETING CHANNELS: A MANAGEMENT VIEW,

Dryden Press.
2. Coughlan, Anderson, Stern & El Ansary: MARKETING CHANNELS, Prentice-
Hall India.
3. Bowersox & Closs: LOGISTICAL MANAGEMENT, Tata McGraw Hill.
4. Satish K. Kapoor & Purva Kansal: BASICS OF DISTRIBUTION
MANAGEMENT A LOGISTICAL APPROACH, Prentice-Hall India, 2003.
5. Richard R. Still, Edward W. Cundiff & Norman A.P. Govani: SALES
MANAGEMENT, Prentice-Hall India.
6. Efraim Turban, Jae Lee, David King, & H.Michael Chung: Electronic
Commerce: A Managerial Perspective, Pearson Education Inc., 2000.

WEB RESOURCES:
1. www.icmrindia.org/casestudies/Case_St...
2. www.learnmarketing.net/servicemarketi...
3. marketingteacher.com/lesson-store/les...
4. crl.du.ac.in/ical09/papers/index_file...
5. www.webresearchservices.com

ILLUSTRATIVE EXERCISE:
The Internal mark is awarded based on the components.

83
 SERVICES MARKETING
OBJECTIVES:
To differentiate between product and service businesses and equip for a career in
marketing in the service industry.

METHODOLOGY
The methodology includes, explaining the basics and problems of services marketing by
lecture mode and case discussion, complemented with assignments. The students have to
present, individual as well as group assignments in given topics to understand the
application of concepts.

UNIT-I : MARKETING OF SERVICES - Introduction - Growth of the Service Sector

- The Concept of Service - Characteristics of Services- Classification of Services
- Designing the Service - Blueprinting, Using Technology, Developing Human
Resources, Building Service Aspirations.

UNIT-II : MARKETING MIX IN SERVICES MARKETING - THE SEVEN Ps -

Product Decisions, Pricing Strategies and Tactics, Promotion of Services
and Placing or Distribution Methods for Services - Additional
Dimensions in Services Marketing - People, Physical Evidence and Process.

UNIT-III: STRATEGIC MARKETING MANAGEMENT FOR SERVICES - Matching

Demand and Supply through Capacity Planning and Segmentation - Internal
Marketing of a Service - External versus Internal Orientation of Service
Strategy.

UNIT-IV : DELIVERING QUALITY SERVICES - Causes of Service-Quality Gaps:

The Customer Expectations versus Perceived Service Gap, Factors and
Techniques to Resolve this Gap - Gaps in Service - Quality Standards, Factors
and Solutions - The Service Performance Gap - Key Factors and Strategies for
Closing the Gap - External Communication to the Customer: the Promise
versus Delivery Gap - Developing Appropriate and Effective
Communication about Service Quality.

UNIT-V: MARKETING OF SERVICES WITH SPECIAL REFERENCE TO

(a) Financial Services
(b) Health Services
(c) Hospitality Services including Travel, Hotels and Tourism.
(d) Professional Services
(e) Public Utility Services
(f) Communication Services
(g) Educational Services

TEXT BOOK:
1. Valerie Zeithaml & Mary Jo Bitner: SERVICES MARKETING, McGraw Hill.

84