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