FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
SERVICES MARKETING
Unit-I
Services Marketing – Meaning – Nature of Services – Types and Importance –Relationship Marketing – Mission, Strategy, Elements of Design, Marketing Plan Market Segmentation.
Unit-II
Marketing Mix Decisions: Unique Features of Developing, Pricing, Promoting and Distributing Services – Positioning and Differentiations Strategies, Quality of Service Industries – Achievement and Maintenance, Customer Support Service.
Unit-III
Marketing of Hospitality: Perspectives of Tourism, Hotel and Travel Services – Airlines, Railway, Passenger and Goods Transport – Leisure Services.
Unit-IV
Marketing of Financial Services: Concept – Features of Banking, Insurance, Lease, Mutual Fund, Factoring, Portfolio and Financial Intermediary Services.
Unit-V
Marketing of Non-Profit Organizations: Services Offered by Charities – Educational Service – Miscellaneous Services – Power and Telecommunication.
