M2 - SERVICES MARKETING Objectives: To develop insights in to the field of services marketing; To make student understand the differences between

marketing of goods and services ; To expose the students to marketing in various services industries of India. Module I INTRODUCTION 12 hrs Emergence of GATS in world trade Service sector and Indian economy- Definition a nd characteristics of services, Difference between goods and services Gaps model of service quality. Module 2 FOCUS ON THE CUSTOMER 10 hrs Consumer behavior in services: - Search, experience and credence properties; Con sumer choice Module 3 CUSTOMER EXPECTATIONS 8 hrs Meaning, types and influencing factors, Customer perceptions: - Customer satisfa ction; service quality and service encounters. Customer relationship and marketing research Module 4 SERVICES MARKETING MIX 15 hrs 4Ps of Marketing: - Service product (including service blueprinting), price, pla ce and promotion. Expanded mix: - people, process and physical evidence. Module 5 SERVICE INDUSTRIES IN INDIA 15 hrs Marketing strategies in service sectors like financial, hospitality, wellness (h ealth care), telecom, tourism, retail, NGOs and public utility services, REFERENCE BOOKS: 1. C. Bhattacharjee, Services Marketing, Excel Books 2. Valarie A Zeithamal, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit, Service s Marketing Special Indian Edition, Tata Mc Graw Hill, 2008 3. Dr.S.Sahajan Services Marketing HPH 4. Kenneth C Clow , David L. Krutz :- Services Marketing, Biztrantra 5. Christopher Lovelock, and Jochen Wirtz, Services Marketing- People, technology , strategy, Prentice HaIl 6. K Douglas 1-loffinan and John E.G Bateson, Essentials of Services Marketing: C oncepts, Strategies and cases, Thomson, 2002 7. Rajendra Nargundkar, Services Marketing Text and cases,Tata Mc Graw Hill 8. Ravi Shankar, Services Marketing The Indian Perspective, Excel Books 9. R. Srinivasan, Services Marketing The Indian context, First Edition, Prentice H all of India,2004