SERVICE SECTOR MANAGEMENT 1) Introduction to service marketing Role of service in modern economy Marketing challenges of service Service marketing

ing environment Goods v/s service marketing Goods service continue Consumer behavior Service marketing triangle 2) Key elements of service marketing Product, pricing, communication mix Distribution, people, physical evidence Positioning Market segmentation Process Balancing of demand and capacity Branding of services Problems and solution 3) Service quality Improving service quality and productivity Service quality gap model Measuring and improving service quality Defining productivity, improving productivity, service recovery, employment hand ling 4) Service management Meaning Vision and mission strategy Service leadership Service mapping Flowcharting Benchmarking Internal marketing Productivity 5) Current status and future prospects