Services Marketing Code : 303 Credits: 3 Unit I An overview of services marketing.

An introduction to services, evolution of services economy, categories, characteristics and classification of services. Services Marketing Mix, consumer expectations and behavior in service sectors. Qualities of services-search, experience and credence. Unit II Managing services Integrated Gaps Model of Service Quality, customer relations, segmentation positioning and branding of services, service failure and recovery, empowerment, service encounters, service development and design, service process blueprinting, pricing of services. Physical evidence and servicescape, delivering and performing services, Employees and customers roles, service through intermediaries and electronic channels, the service system, integrated services marketing communications. Unit III Applying the Service Concepts Integrated services strategy, globalization of Services, financial services marketing, financial products, corporate financial services, marketing in banking, trends in banking industry, marketing of insurance and mutual funds products, challenges for financial services marketers. Suggested Readings 1. Hoffman, K.D. & Bateson, J.E.G., Marketing of Services, Cengage Learning, New Delhi,2009. 2. Pezzullo, M.A., Marketing Financial Services,Macmillan Publication,2009. 3. Harrison, T.,Financial Services Marketing, Pearson Education, New Delhi,2008. 4. Nargundkar,R.,Services Marketing Text and Cases, Tata McGraw Hill, New Delhi,2008. 5. Shajahan,S.,Services Marketing Concepts, Practices & Cases From Indian Environment, Himalaya Publishing Company, Mumbai,2008. 6. Verma, Harsh, V., Services Marketing: Text & Cases, Pearson Education, New Delhi,2008.

Necessary Components of Course syllabi I. The Course provides for: a. Introduction to services and service marketing b. Introduce to seven Ps of service marketing c. Study on 5 Gaps Model of Service-Quality d. Elaborate on the importance of services marketing mix e. Study on the globalization and services marketing strategy. II. Course Objectives: 1. To understand the importance and characteristics services. 2. To introduce the expanded marketing mix for services 3. To understand the gaps model of service quality in an organization 4. To look at the issues of marketing strategies for service business. 5. To introduce the subject of globalization of service industry. III. The Manner and Schedule of Examinations and other assessments: Internal assessment will be on following lines A. Presentations on the topics related to services B. Mid-term exam C. End semester exam 15 Marks 15 Marks 30 Marks

Course Content and Schedule Day 1 2 Topic Introduction: Introduction to Services marketing Evolution of services economy, services marketing environment Exercise: List out the best business houses in each type of Service Sector. Banking, Insurance, transport, tourism, hotel, consultancy, personal care, education, 3 4 5&6 hospital, IT etc. Categories, Characteristics and Classification of services Exercise: List out the service business located in your locality and get the details Services Marketing mix -7Ps Managing service quality, Integrated Gaps Model of service Quality, SERVQUAL, Best practices of service quality management, Zone of Tolerance Exercise:1. Your neighbor wants to open a Restaurant in your vicinity. He is consulting you as a MBA student. Please guide him with 7Ps application 2. Apply Gaps model to any one service industry of your choice and explain how it 7&8 could be plugged? Strategic aspects of services marketing, segmentation, target market selection, positioning, branding, role of marketing research, CRM, Consumer expectations and behavior in service sectors. Exercise: 1. Discuss the customer segmentation in the travel industry. 2. Chose any service of your choice and prepare a questionnaire to measure the 9 customer satisfaction. Case Study- 1. Suppose someone wants to start a restaurant in a tourist place. How should he/she go about establishing it? 2. Suppose you have to work for one of the popular TVs and have to develop a program for a days prime time: It should contain one hour suspense drama, a half hour 10 comedy and another 30 minutes family soap. How do you go about it. Product-Theodore Levitts product concept, life cycle, Imitation products and new products, educating customers, technology and services, bundled and unbundled services. 11 -13 Eg- Asian paints. Place-Single location, transcending physical constraints of location, service through intermediaries and electronic channels, channel management issues

Exercise: Your neighbour wants to open a Barber shop in your vicinity. Suggest some innovative schemes. Promotion-objective, promotion plan, media selection, Integrated services marketing communications, positioning and differentiation for services Case Study -Medical Tourism Exercise: Pick up the advertisement in the sector given to you. List out all the salient advertisement features you remember. What were good and bad according to you? 14 &15 What do you suggest as improvements in their promotion strategy? Price- Demand variations, capacity constraints, different approaches for pricing, Case Study HUTCH (given in slides) Exercise: Explain how pricing may differ in hyper-competitive markets like mobile charges. People- Employees and customers roles recruiting employees for service marketing, HR function in services, attrition, measuring productivity, empowerment Case-Infosys Give some examples: Can technology substitute part of the labour content? Can customers substitute part of the labour content? Can product innovations make services obsolete? The service industry jobs have higher attrition rates than non-service sector job. Is this 16 17 statement justified? Discus. Mid-Term Test Physical evidence-Servicecapes for physical and remote services, sinage, importance of design. Eg-Public and Private Banks-any difference in physical evidence. Exercise: Name the elements that constitute physical evidence in a service 18 establishment of your choice. Process- Process blueprinting, single window concept, managing waiting process, handling capacity & demand mismatch, six sigma concept in banks, complaints management and service failure & recovery, BPR Eg-Old and new process- in airlines and getting a draft in banks. Situational analysis: How best you can use BPR to reduce the cost of processing in the 19&20 service industry of your choice. Financial services environment, banking, insurance and mutual funds products.

Challenges for financial services marketers. Case Study- ICICI Banking Situational analysis: 1.Bank of Baroda wants to start a new branch in one of the towns in Andhra Pradesh. What kind of marketing strategy do you suggest for higher turnover in a short period? 21 &22 2. Discuss the changing face of financial services in the Indian context CRM Role play: Employees response over phone to the queries of a customer on the 23&24 services of a business establishment of their choice. Integrated services marketing strategies Situational analysis: Provide growth strategies for a service business of your choice 25 using Ansoff Grid. Globalization of Services Case- 1. IT success on a global scale- primary reasons.2. Is it possible to globalize 26-30 Hyderabad Biryani like McDonalds. Presentations and Revision

Question Bank 1. How do you define a service? In what ways, is it different from a good? 2. How can service be classified? Discuss with examples. 3. Develop a molecular model for airlines-Tangible-flight, food & drinks, intangible-transport, pre and post flight service, in-flight service, service frequency. 4. Why is pricing of service difficult as compared to a good? 5. Which of the two-customised or standardized service is better for the consumer? 6. How can the following services be categorized? Give reasons for your anwer. 7. Can services be branded ? Justify your answer. 8. Karachi Bakery is famous in Hyderabad. If you have to expnand it, how do you develop, give you plan in detail. 9. How physical evidence influence the marketing of services? Give reasons for your answer.
10. What is meant by search, experience and credence attributes? Which of them

apply to services? Explain. 11. What are elements of service communication mix? Explain. 12. How do you view the role of physical evidence in formulating a service strategy? 13. What is the relevance of remote, self-service and interpersonal service to facility design? 14. What are the different components of the servicescape model? Describe each one of them in detail as it pertains to a service of your choice. 15. What are the costs and benefits associated with empowerment? 16. How is employee satisfaction is relevant to the profits of the service business? 17. Why do service firms find it difficult to balance the demand and supply? How do you manage the peak hour rush at retail counters? 18. How should you deal with uncooperative customer? 19. How do CRM helpful in services? What is your CRM plan for any public sector bank? Explain. 20. What do you understand on desired and adequate service? What is their relevance to zone of tolerance?

21. What are the five Gaps Model of Service-Quality ? Give one example for each. 22. What are the Gaps to be minimized which require to be minimized for the best quality of service? 23. Discuss the SERVQUAL model used in service market in detail? 24. What are the best practices of service-quality management? 25. What are the components of service audit which a firm could practice ? 26. What does service recovery mean ? 27. How can you apply the services marketing principles to your college? Do you have any suggestions as to how it could be better service marketer? 28. The service industry jobs have higher attrition rates than non-service sector job. What can you do as an HR manager to reduce attrition in any such organization? 29. Why tangibles require a special attention in service business? Compare two shopping malls or cinema complexes which you have visited recently on physical surroundings, parking, ambience etc. 30. Imagine a bank which does not have a branch at all. All the customers work happens over internet or via telephone. As a customer would you like to open an account there? Why, or why not?