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 : SMC21

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

Marketing Planning for Services : Overview

The marketing planning process consists of four phases – strategic context, situation review, marketing strategy formulation, and resource allocation and monitoring, which, in turn, consist of 10 different steps. In the first phase, an organization has to establish the corporate mission and objectives.

In the second phase, it has to conduct a marketing audit wherein the external and internal environments of the organization are studied. SWOT analysis is also conducted to evaluate the internal strengths and weaknesses of the organization and the opportunities and threats from the external environment.

Apart from this, some key assumptions are also made, which form the basis for the marketing plan. In the third phase, the marketing objectives are established in alignment with the corporate objectives. Then the strategies to be adopted to achieve these objectives are designed. These strategies are evaluated for assessing the possible outcomes. If a particular strategy seems to have some lapses and is not capable of delivering the desired result, the management tries to design new strategies.

In the fourth phase, the required resources are allocated for all the marketing teams and the marketing plan is implemented. As the plan is being implemented, managers continually monitor the situation and in case there is any deviation from the expected performance, they take steps to correct it. This periodical review of the situation ensures the implementation of a successful marketing plan.

Chapter 21 : Overview

Marketing Planning Process
Establishing Strategic Context
Situation Review
Marketing Strategy Formulation
Resource Allocation and Detailed Planning

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