Master marketing strategies for service industries
192
Sub Topics
562
MCQs
306
MCOs
461
True/False
242
Fill Blanks
109
Rearrange
217
Matching
136
Comprehensions
216
Flashcard Decks
Curriculum
What You'll Learn
01 Introduction to Services Marketing 4 topics
1 Nature and Scope of Services
- Definition and Characteristics of Services
- Differences Between Goods and Services
- Service Economy Growth and Importance
2 Classification of Services
- By Tangibility Spectrum
- By Target Market
- By Degree of Customization
- By Delivery Method
3 Evolution of Services Marketing
- Historical Perspective
- Contemporary Service Marketing Approaches
4 Services Marketing Triangle
- External Marketing
- Internal Marketing
- Interactive Marketing
02 Consumer Behavior in Services 4 topics
1 Service Consumer Decision-Making Process
- Pre-purchase Stage
- Service Encounter Stage
- Post-purchase Stage
2 Service Quality Expectations
- Determinants of Customer Expectations
- Zone of Tolerance
- Expectation Management Strategies
3 Consumer Risk Perception in Services
- Types of Perceived Risks
- Risk Reduction Strategies
4 Customer Roles in Service Delivery
- Co-creation and Co-production
- Customer as "Partial Employee"
- Customer-to-Customer Interactions
03 Service Quality Management 4 topics
1 Service Quality Dimensions
- SERVQUAL Model
- SERVPERF Model
- Technical vs. Functional Quality
2 Measuring Service Quality
- Gap Analysis
- Mystery Shopping
- Critical Incident Technique
- Customer Satisfaction Surveys
3 Service Quality Improvement
- Quality Function Deployment
- Service Blueprinting
- Fail-proofing Services
4 Service Recovery
- Service Failure Types and Causes
- Service Recovery Strategies
- Service Guarantees
04 Service Marketing Mix 3 topics
1 Traditional Marketing Mix in Services Context
- Product Elements
- Pricing Considerations
- Promotion Strategies
- Place/Distribution Decisions
2 Extended Marketing Mix for Services
- People
- Physical Evidence
- Process
3 Service Product Levels
- Core Service
- Supplementary Services
- Service Augmentation
05 Service Design and Development 4 topics
1 New Service Development Process
- Idea Generation
- Service Concept Development
- Service Testing
- Launch and Commercialization
2 Service Design Tools
- Service Blueprinting
- Customer Journey Mapping
- Service Touchpoint Design
3 Service Innovation
- Categories of Service Innovation
- Technology-Enabled Service Innovation
- Collaborative Service Innovation
4 Service Portfolio Management
- Service Lifecycle Management
- Service Elimination Decisions
06 Service Pricing Strategies 4 topics
1 Service Pricing Challenges
- Intangibility and Pricing
- Value-Based Pricing for Services
- Cost Structures in Services
2 Service Pricing Methods
- Competition-Based Pricing
- Cost-Plus Pricing
- Value-Based Pricing
- Yield Management
3 Price Bundling Strategies
- Pure Bundling
- Mixed Bundling
- Complementary Service Bundling
4 Dynamic Pricing in Services
- Time-Based Pricing
- Demand-Based Pricing
- Customer Segment Pricing
07 Service Distribution and Channels 4 topics
1 Service Location Strategies
- Site Selection Factors
- Multiple Location Strategies
- Convenience and Accessibility
2 Multi-Channel Service Delivery
- Physical Channels
- Electronic Channels
- Hybrid Delivery Systems
3 Franchising in Services
- Service Franchise Models
- Quality Control in Franchising
- Brand Consistency Challenges
4 Intermediaries in Services
- Types of Service Intermediaries
- Managing Service Intermediaries
- Channel Conflict Management
08 Service Communications and Promotion 4 topics
1 Integrated Marketing Communications for Services
- Challenges in Promoting Intangibles
- Message Strategy Development
- Media Selection for Services
2 Managing Service Brand Communications
- Brand Promise Communication
- Managing Service Evidence
- Employee as Brand Ambassador
3 Word-of-Mouth in Services Marketing
- Electronic Word-of-Mouth
- Referral Marketing Programs
- Managing Negative Word-of-Mouth
4 Internal Marketing Communications
- Employee Communication Strategies
- Communicating Service Standards
- Service Culture Communication
09 People in Services Marketing 4 topics
1 Service Employees and Customer Experience
- Employee Role in Service Delivery
- Emotional Labor in Services
- Employee Empowerment
2 Service Leadership
- Leadership Styles in Service Organizations
- Creating a Service Climate
- Service-Oriented Leadership
3 Internal Marketing
- Employee Recruitment and Selection
- Training and Development
- Motivation and Rewards
4 Managing the Customer-Employee Interface
- Boundary-Spanning Roles
- Role Conflict Management
- Customer Socialization Strategies
10 Physical Evidence and Servicescape 4 topics
1 Servicescape Design
- Ambient Conditions
- Spatial Layout and Functionality
- Signs, Symbols, and Artifacts
2 Impact of Physical Environment on Behavior
- Customer Behavioral Responses
- Employee Responses to Servicescape
- Social Interactions in Servicescape
3 Physical Evidence Management
- Servicescape as Differentiator
- Brand Building through Physical Evidence
- Consistency Across Touch Points
4 Digital Servicescape
- Website Design as Servicescape
- Virtual Reality in Services
- Omnichannel Experience Design
11 Service Process Management 4 topics
1 Service Process Design
- Front-Office vs. Back-Office Operations
- Customer Participation Levels
- Service Process Standardization vs. Customization
2 Capacity and Demand Management
- Matching Capacity with Fluctuating Demand
- Demand Management Strategies
- Queuing Theory and Applications
3 Service Productivity and Efficiency
- Measuring Service Productivity
- Technology Role in Service Efficiency
- Cost-Service Quality Trade-offs
4 Lean Services and Six Sigma
- Lean Principles in Service Organizations
- Service Process Improvement Methods
- Quality Management Systems
12 Customer Relationship Management in Services 4 topics
1 Customer Lifetime Value in Services
- Calculating Customer Value
- Customer Acquisition vs. Retention Economics
- CLV-Based Marketing Strategy
2 Relationship Marketing Strategies
- Loyalty Programs
- Customer Relationship Levels
- Relationship Development Process
3 CRM Technology and Systems
- CRM Implementation in Services
- Customer Data Management
- Analytics for Customer Insights
4 B2B Services Relationships
- Key Account Management
- Service Level Agreements
- Business Partnership Development
13 Technology in Services Marketing 4 topics
1 Self-Service Technologies
- Types and Applications
- Customer Adoption Factors
- Design and Implementation
2 Digital Transformation of Services
- AI and Machine Learning Applications
- IoT in Service Delivery
- Big Data in Service Marketing
3 Mobile Services Marketing
- Location-Based Services
- Mobile Service Applications
- Mobile Payment Systems
4 Technology-Enabled Service Innovation
- Service Automation
- Personalization Technologies
- Virtual and Augmented Reality
14 Services Globalization 4 topics
1 International Services Marketing
- Global Service Strategy Development
- Standardization vs. Adaptation
- Entry Mode Selection
2 Cultural Issues in Global Services
- Cross-Cultural Service Expectations
- Cultural Service Quality Dimensions
- Managing Cultural Service Gaps
3 Global Service Brands
- Global Brand Positioning
- Local Service Adaptation
- Global Service Standards
4 Emerging Markets Services Marketing
- Bottom of Pyramid Services
- Market Development Strategies
- Infrastructure Challenges
15 Services Ethics and Social Responsibility 4 topics
1 Ethical Issues in Services Marketing
- Privacy and Data Protection
- Transparent Service Pricing
- Vulnerable Consumer Protection
2 Corporate Social Responsibility in Services
- CSR Integration in Service Strategy
- Sustainability in Services
- Social Impact Measurement
3 Service Access and Inclusion
- Universal Service Design
- Digital Divide in Services
- Inclusive Service Marketing
4 Regulatory Environment
- Consumer Protection in Services
- Industry Self-Regulation
- Compliance Management
16 Contemporary Issues and Future Trends 4 topics
1 Sharing Economy Services
- Peer-to-Peer Service Platforms
- Trust-Building Mechanisms
- Regulatory Challenges
2 Service-Dominant Logic
- Value Co-Creation
- Resource Integration
- Service Ecosystems
3 Service Design Thinking
- Human-Centered Design in Services
- Design Thinking Methodology
- Experience-Driven Service Innovation
4 Future of Services Marketing
- Hyper-Personalization
- Contactless Services
- Sustainable Service Business Models
- Metaverse and Virtual Services
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Services Marketing
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