Services Marketing

Img: 1 2 3

Details

Textbook:
Pages : 536; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.

Chapter Code : SMC10

Pricing

Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA

Buy Now

Please allow 5 to 10 days for delivery.

Detail Table of Contents

Click below to view
HTML PDF

Product : Packaging the Service : Overview

Packaging the service product is an important aspect of the marketing mix concept. It enables a company to differentiate itself from the services of its competitors. An understanding of the various product levels namely, core product level, actual product level, augmented product level, and potential product level helps a company to recognize and meet the customer needs at each level.

This increases customer satisfaction. While taking product decisions, marketers can choose to operate through the four strategies namely market penetration, market development, product development, and diversification. After deciding on a strategy to compete in the market, a company should concentrate on branding its services.

It can choose to brand under a single name or offer different brands for different services. On the other hand, it might also choose a combination of both types of branding. Proper branding of a service and clear communication will result in an increase in brand loyalty among customers which will have a positive affect on the profit margins.

Further, when developing a new service, a company has to decide under which category it should be developed. For instance, a service can be developed due to major innovations in a particular industry, to introduce new services in addition to the existing services that may or may not be offered by other companies, to improve the service offerings to enhance customer convenience, or due to minor changes in style.

After deciding the category under which a service has to be developed, a company has to develop a new service. This process involves generation of ideas, screening, testing the concept, business analysis and design of service, test marketing, infrastructure development, and launch of the service. Launching a new service is just the beginning as a company should closely monitor various stages in the product life cycle and take timely decisions to operate successfully.

Marketers should try to earn profits at each stage - launch, growth, and maturity stages, and should decide on discontinuing a particular product/service if it reaches the decline stage. However, a company might also choose to reposition the product at this stage.

Chapter 10 : Overview

Service Product Level
The Core Product
The Actual Product
The Augmented Product
The Potential Product

Service Product Decisions
Market Penetration
Market Development
Product/Service Development
Diversification

Branding in services
Types of Branding

Categories for New Service Development

New Service Development Process
Generation of Ideas
Screening
Testing the Concept
Business Analysis and Design of Service
Test Marketing
Infrastructure Development
Service Launch

Product Life Cycle
Introduction
Growth
Maturity
Decline

1] Understanding Services
2] The Nature of Services Marketing
3] Consumer Behavior
4] Customer Expectations and Perceptions
5] Listening to Customers
6] Market Segmentation and Targeting
7] Positioning and Differentiation of Services
8] Managing Demand and Capacity
9] The Marketing Mix Elements
10] Product : Packaging the Service
11] Pricing Services
12] Promotion and Communication of Services
13] Place in Services
14] People in Services
15] Process in Services
16] Physical Evidence
17] Relationship Marketing
18] Internal Marketing
19] Supplementary Services
20] Developing and Managing the Customer-Service Function
21] Marketing Planning for Services
22] Service Quality
23] Globalization of Services
24] Tourism & Travel Services Marketing
25] Marketing of Financial Services
26] Communication and Information Services Marketing
27] Media Services Marketing
28] Professional Services Marketing
29] Marketing of Education Services
30] Charities Marketing