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Services Marketing
Sector-wise Industry Analysis Assignment
Submission through: [email protected]
Submission Deadline: 23rd December 2010.
Assignment Brief: You are required to write applications and implications of services
marketing literature in the local context based on your own observations
and your discussions with service providers, colleagues, peers and other
relevant professionals (please adopt third party writing style: avoid writing
I, WE or US; use they for service providers) . You can also include your own
assessment or critique for the marketing practices observed with services
provider operating in local markets. It is expected that you will supplement
your observations with the help of published material(s); which mayinclude:
Scanned copy of company s print advertisement(s)s
Photographs and location layouts of billboards
Internet Advertisements
Menu cards or price tags to reflect pricing
Photograph(s) of Service Employee with or without uniform(s)
Process Flowcharts or Service Layouts
Actual Photographs taken to show service layouts
Charts showing product life cycles & industry life cycles
Perceptual maps showing consumers perceptions
Servicescape Environment
Any other graph/picture/table/chart
Outlines Attached: Suggested outlines are attached here for your guidance. Educational Services .... 2
Financial Services 6
Health Care Services 10
Air Travel Services .. 14
Telecom Services . 18
Real Estate Services . 22 Media Services . 26
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MARKETINGOF EDUCATIONAL SERVICES
1) Understanding Educational Services
a) Educational Services An Introductionb) Classifying Educational Services
i) Four Broad Categories of Services
ii) High Contact VS Low Contact Services
c) Forces Shaping Educational Services
d) Educational Marketing Challenges
2) Understanding Service Customers
a) Understanding Educational Service Consumptioni) Pre-purchase Stage
ii) Service Encounter Stage (Extended or Multiple or Both)
iii) Post-encounter Stage
b) Customer Satisfaction & Loyalty in educational servicesc) Customer Relationship Management
3) Positioning
a) Importance of positioning in services marketing
b) Understanding Market Structure Educational Services
c) Basic Market-Preference Patternsi) Homogeneous preferences
ii) Diffused preferences
iii) Clustered preferences
d) Bases for segmenting Consumer Marketsi) Geographic (Region, City Size, Density, Climate)
ii) Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii) Psychographics (Lifestyle or Personality)
iv) Behavioral (Occasions, Benefits, Uses, or Attitudes)
e) Bases for Segmenting Business Marketsi) Demographic
ii) Operating Variables
iii) Purchasing Approachesiv) Situational Factors
v) Personal Characteristics
f) Patterns of Target Market Selectioni) Single-segment concentration
ii) Selective specializationiii) Product specialization
iv) Market specialization
v) Full market coverage
g) Positioningi) Determining a frame of reference
ii) Establishing Points-of-Parity
iii) Establishing Points-of-Difference
iv) Developing Core Brand Values
v) Developing Perceptual maps
h) Challenges of Service Positioning
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4) Product
a) Planning and Creating Service Products
b) Core and Supplementary Product Designc) Product Life Cycle & Industry Life Cycle
d) Product Line decisionsi) Line Stretching (Down-market /up-market /Two-way)ii) Line Filling
iii) Line Modernization
iv) Line Featuring & Line Pruning
e) Branding Service Products and Experiences
f) New Service Development
5) Productivity
a) Service Quality An Introduction
b) Measuring and Improving Service Qualityi) Identifying and Correcting Service Quality Problems
ii) Learning from Customer Feedback
c) Service Productivity An Introductiond) Measuring and Improving Service Productivityi) Identifying and Correcting Service Productivity Problems
ii) Managing Capacity
iii) Analyze Patterns of Demand
iv) Managing Demand
v) Inventory Demand through Waiting Lines and Queuing Systems
vi) Customer Perceptions of Waiting Time
vii) Fluctuations in Demand Threaten Profitability
e) Integrating Service Quality and Productivity Strategies
6) People
a) Importance of Service Employeesi) Frontline Service work - Role & responsibilities
ii) Services Back-office Role & Responsibilities
b) Human Resources Managementi) Recruitment & Selection
ii) Training & Developmentiii) Compensation Management
iv) Performance Management
v) Service Leadership
c) Managing service employees across culture
7) Physical Evidence
a) The Purpose of Service Environments
b) Dimensions of the Servicescape Environmenti) Impact of Music
ii) Effects of Fragrance
iii) Human Responses to Colors
iv) Putting It All Together
c) Selection of Environmental Design Elementsd) Tools to Guide in Servicescape Design
e) Blueprinting Services to Create Valued Experiences and Productive Operations
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8) Processes
a) Flowcharting Customer Service Processes
b) Service process redesign as Business Process Re-engineeringc) Involvement of service customer as co-producer
i) Self-Service Technologies
d) Service Recovery as part of processesi) Principles of Effective Service Recovery Systems
ii) Customer Responses to Effective Service Recovery
e) Service Guarantees as part of processes
f) Attention to Customer Complaints as part of processesi) Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a) Distribution in a Services Contextb) Distribution Options for Serving Customers
i) Physical Channels
ii) Electronic Channels
c) Determining the Type of Contact
d) Place and Time Decisions
e) Delivering Servicesi) Single Site
ii) Multiple Sites
f) The Role of Intermediariesi) Dies-intermediation
ii) Re-intermediation
g) Distributing Services Internationallyi) Barriers to International Trade in Services
h) Challenges of Service Distribution
10)Pricea) Effective Pricing Is Central to Financial Success
b) Objectives of Pricing Strategiesi) Profit Maximization
ii) Market Share Maximization
iii) Cost Leadership
c) Pricing Strategy Stands on Three Foundationsi) Cost based
ii) Competition basediii) Value based
d) Price Elasticity
e) Putting Service Pricing into Practice
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11) Promotion
a) The Role of Marketing Communications
b) Marketing Communications Planningc) Marketing Communications Mix
i) Advertising
ii) Sales Promotion
iii) Personal Sellingiv) Public Relations
v) Direct Marketing
d) Integrating Marketing Communications
e) Challenges of Services Communications
12) Strategic Issues in Services
a) Customer-Led versus Market-Oriented Philosophiesi) Strategies for developing loyalty bonds with customers & reducing customer defections
b) Value Chain Analysis
c) Service Profit Chain
d) Integrating Three Functional Imperativesi) Marketing Imperativesii) Operations Imperatives
iii) HR Imperatives
e) Service Leadership
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MARKETINGOF FINANCIAL SERVICES
1) Understanding Financial Services
a. Financial Services An Introductionb. Classifying Financial Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Financial Services
d. Financial Marketing Challenges
2) Understanding Service Customers
a. Understanding Financial Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Financial servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in Financial Services
b. Understanding Market Structure Financial Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10) Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership
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MARKETINGOF HEALTH CARE SERVICES
1) Understanding Health Care Services
a. Health Care Services An Introductionb. Classifying Health Care Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Health Care Services
d. Health Care Marketing Challenges
2) Understanding Service Customers
a. Understanding Health Care Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Health Care servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in services marketing
b. Understanding Market Structure Health Care Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10) Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership
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MARKETINGOF AIRTRAVEL SERVICES
1) Understanding Air Travel Services
a. Air Travel Services An Introductionb. Classifying Air Travel Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Air Travel Services
d. Air Travel Marketing Challenges
2) Understanding Service Customers
a. Understanding Air Travel Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Air Travel servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in services marketing
b. Understanding Market Structure Air Travel Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10)Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership
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MARKETINGOF TELECOM SERVICES
1) Understanding Telecom Services
a. Telecom Services An Introductionb. Classifying Telecom Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Telecom Services
d. Telecom Marketing Challenges
2) Understanding Service Customers
a. Understanding Telecom Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Telecom servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in services marketing
b. Understanding Market Structure Telecom Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10) Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership
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MARKETINGOF REAL ESTATE SERVICES
1) Understanding Real Estate Services
a. Real Estate Services An Introductionb. Classifying Real Estate Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Real Estate Services
d. Real Estate Marketing Challenges
2) Understanding Service Customers
a. Understanding Real Estate Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Real Estate servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in services marketing
b. Understanding Market Structure Real Estate Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10) Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership
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MARKETINGOF MEDIA SERVICES
1) Understanding Media Services
a. Media Services An Introduction b. Classifying Media Services
i. Four Broad Categories of Services
ii. High Contact VS Low Contact Services
c. Forces Shaping Media Services
d. Media Marketing Challenges
2) Understanding Service Customers
a. Understanding Media Service Consumptioni. Pre-purchase Stage
ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage
b. Customer Satisfaction & Loyalty in Media servicesc. Customer Relationship Management
3) Positioning
a. Importance of positioning in services marketing
b. Understanding Market Structure Media Services
c. Basic Market-Preference Patternsi. Homogeneous preferences
ii. Diffused preferences
iii. Clustered preferences
d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)
ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)
iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)
e. Bases for Segmenting Business Marketsi. Demographic
ii. Operating Variablesiii. Purchasing Approaches
iv. Situational Factors
v. Personal Characteristics
f. Patterns of Target Market Selectioni. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage
g. Positioningi. Determining a frame of reference
ii. Establishing Points-of-Parity
iii. Establishing Points-of-Difference
iv. Developing Core Brand Values
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v. Developing Perceptual maps
h. Challenges of Service Positioning
4) Product
a. Planning and Creating Service Products
b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle
d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)
ii. Line Fillingiii. Line Modernization
iv. Line Featuring & Line Pruning
e. Branding Service Products and Experiences
f. New Service Development
5) Productivity
a. Service Quality An Introduction
b. Measuring and Improving Service Quality
i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback
c. Service Productivity An Introductiond. Measuring and Improving Service Productivity
i. Identifying and Correcting Service Productivity Problems
ii. Managing Capacity
iii. Analyze Patterns of Demand
iv. Managing Demand
v. Inventory Demand through Waiting Lines and Queuing Systems
vi. Customer Perceptions of Waiting Time
vii. Fluctuations in Demand Threaten Profitability
e. Integrating Service Quality and Productivity Strategies
6) Peoplea. Importance of Service Employees
i. Frontline Service work - Role & responsibilities
ii. Services Back-office Role & Responsibilities
b. Human Resources Managementi. Recruitment & Selection
ii. Training & Development
iii. Compensation Management
iv. Performance Management
v. Service Leadership
c. Managing service employees across culture
7) Physical Evidencea. The Purpose of Service Environments
b. Dimensions of the Servicescape Environmenti. Impact of Music
ii. Effects of Fragrance
iii. Human Responses to Colors
iv. Putting It All Together
c. Selection of Environmental Design Elements
d. Tools to Guide in Servicescape Design
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e. Blueprinting Services to Create Valued Experiences and Productive Operations
8) Processes
a. Flowcharting Customer Service Processes
b. Service process redesign as Business Process Re-engineering
c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes
i. Principles of Effective Service Recovery Systems
ii. Customer Responses to Effective Service Recovery
e. Service Guarantees as part of processes
f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior
9) Place
a. Distribution in a Services Context
b. Distribution Options for Serving Customers
i. Physical Channelsii. Electronic Channels
c. Determining the Type of Contactd. Place and Time Decisions
e. Delivering Servicesi. Single Site
ii. Multiple Sites
f. The Role of Intermediariesi. Dies-intermediation
ii. Re-intermediation
g. Distributing Services Internationallyi. Barriers to International Trade in Services
h. Challenges of Service Distribution
10) Price
a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies
i. Profit Maximization
ii. Market Share Maximization
iii. Cost Leadership
c. Pricing Strategy Stands on Three Foundationsi. Cost based
ii. Competition based
iii. Value based
d. Price Elasticity
e. Putting Service Pricing into Practice
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11) Promotion
a. The Role of Marketing Communications
b. Marketing Communications Planning
c. Marketing Communications Mixi. Advertisingii. Sales Promotion
iii. Personal Sellingiv. Public Relations
v. Direct Marketing
d. Integrating Marketing Communications
e. Challenges of Services Communications
12) Strategic Issues in Services
a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections
b. Value Chain Analysisc. Service Profit Chain
d. Integrating Three Functional Imperativesi. Marketing Imperatives
ii. Operations Imperatives
iii. HR Imperatives
e. Service Leadership