Case Study – Mumbai Dabbawalas
- NUTAN Mumbai Tiffin Box Suppliers Association
- Working Of NMTBSA
- Features Of NMTBSA
- ISO And Six Sigma Certifications
- Policies
- Management Principles
- SWOT Analysis
Why Study Services ?
- Size Of Service In Global Countries
- Changing Structure Of Employment As Economic Development
- Factors Simulating The Transformation Of Service Economy
What Are Services?
- Types Of Service Industry
- Definition Of Services
- Tangibility Spectrum
- Service Product Vs. Consumer Vs. After Sale Service
- Classification Of Services
- Nature Of Service Act
- Relation Between Service Organisation And Customers
- Nature Of Demand For Services
- Categories Of services
- People processing
- Possession Processing
- Mental Processing
- Information Processing
Growth Of Services In Indian Economy
- Introduction
- Gross Domestic Product
- GDP Share Of Services Sector
- Employment Share Of Services Sector
- Indian Share Of Services Export In World
- Trade
- Indian Hospitality Tourism Industry
- Transport Service Shipping Services
- Real Estate And Housing Services
- Business Services
Difference Between Goods And Service Marketing
- Implication of Intangibility
- Implication Of Heterogeneity
- Implication of Simultaneous production And Consumption
- Implication Of Perishability
- Differences , Implications ,marketing Related Tasks
Hotel Industry
- View Of Hotel Industry
- Challenge For Hotel Industry
- Introduction Of Taj Hotels
- Marketing Mix Of Hotel Industry
- Competitors
- Service Triangle
- Service Scape
- Conclusion
Case study
Consumer Behavior In Services
- Consumer Evaluation Process Of Service
- Continuum Of Evaluation For Different Types Of Products
- Consumer Evaluation Process Of Service
- Categories In consumer Decision Making
- Information Search
Consumer Perception Of Services
- Service Quality And Consumer Satisfaction
- Factors Influencing Consumer Satisfaction
- Outcomes Of Consumer Satisfaction
- Critical Service Encounter Research
- Consumer Perception Of Services Quality
Understanding Consumer Expectation And Perception Through Marketing Research
- Common Research Objectives For Services
- Criteria Of An Effective Service Research Program
- Portfolio service Research
- Steps in Research Process
Buying Decision Process
- Pre- Purchase Stage
- Service Encounter Stage
- Post- Purchase Stage
- Consumer Satisfaction And Delight
Market Segmentation
- Market Segmentation Variables
- Case Studies
- The Indian IT Market New Segmentation Discovered
- Segmenting Consumer In Travel Industry
Service Marketing Mix
- Components of Service Marketing Mix
- People
- People’s Role in Service Delivery
- Customers Role in Service Delivery
- Physical Evidence
- Selection of Environmental Design Elements
- Tools to Guide Servicescape Design
- Guidelines for Physical Evidence Strategy
- Developing an Integrated Marketing Strategy
- Purpose of Service Environments
- Servicescape as Part of Value Proposition
- Main Dimensions in Servicescape model
- Impact of Signs , Symbols and Artifact
Process
- Service Blueprint
- Service Mapping / Blue Printing
- Overnight Hotel Stay
- Blueprint Components
- Service Blueprint Components
- Building A Service Blueprint
- Applications Of Service Blueprint
New Service Development
- Idea Generation
- Idea Screening
- Concept Development and Testing
- Marketing Strategy and Development
- Business Analysis
- Product Development
- Test Marketing
- Commercialization
Branding Services
- Brand – Definition
- What Makes a Brand Strong ?
- Branding Services
- Advantages of Branding Services
- Brand Value Proposition
- Branding Challenges
- Reasons of Branding Services
- How to Brand a Service
- Enhancing Brand Management
- Brand Equity
Bases for Segmenting Consumers
- Geographical Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Steps in Segmentation Process
- Need Based Segmentation
- Segment Identification
- Segment Attractiveness
- Profitability
- Positioning
- Acid Test
- Marketing Mix Strategy
- Market Targeting
- Five Patters of Target Market Selection
- Market Positioning
Service Differentiation
- Differentiation Factors
- Managing Demand & Capacity
- Shifting Demand to Match Capacity
- Understanding Capacity Constraints and Demand Patters
- Strategies to match Demand & Capacity
Case Study – South West Airlines
- Harvard Business School Case Study
Pricing Strategy
- Pricing of Services
- Price as an Indicator of Service Quality
- Non Monetary Costs
- What Makes Service Pricing Strategy Different And Difficult
- Objective of Pricing
- Three Main Approaches to Pricing
- Cost Based
- Value Based
- Competition Based
- Ethical Concerns In Pricing
- Designing Fairness into Revenue Management
- Pricing Issues
- Putting Service Pricing into Practice
What is Service Quality ?
- Different Perspectives of Service Quality
- Components of Quality Manufacturing Based
- Components of Quality Service Based
- Service Quality
- Identifying and Correcting Service Quality Problems Gap Model in Service Design and Delivery
- Strategies to Address Gaps in Service Quality
- Gap 1 – Knowledge Gap
- Gap 2 – The Policy Gap
- Gap 3 – Delivery Gap
- Gap 4 – The Communication Gap
- Gap 5 – The Prediction Gap
- Gap 6 – The Services Quality Gap