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Title      : MB117B Marketing of Service
Subject      : Marketing of Service
copyright © 2018   : Karnataka State Open University
Author      : KSOU
Publisher      : Karnataka State Open University
Chapters/Pages      : 11/176
Total Price      : Rs.      : 118
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Introduction to Services Marketing Total views (595)  
Services dominate the modern economies of the world. The focus on service as competitive business imperatives. A broad definition of services as deeds, process, and performances was presented and distinction between services and customer services are drawn. The difference between goods and services that underlie the need for distinct marketing strategies and concept for managing service business.
Pages: 19
Price: Rs 0   
Services Marketing Mix Total views (594)  
Services are different from manufactured product. In much important respect. Intangibility, inseparability, simultaneous production and consumption, perishability of services requires a distinctive approach to marketing and other management functions.
Pages: 13
Price: Rs 9.75   
Marketing in Important Service Sectors Total views (593)  
Services are being business imperative provided by wide range of industries. Today we can find large variety of services being offered in the market by the services providers. The services offered by the providers vary from a small-scale service to a large-scale service.
Pages: 23
Price: Rs 17.25   
Consumer Knowledge in Services Marketing Total views (591)  
The primary objective of service producers and marketers is identical to that of all marketers: to develop and provide offerings that satisfy consumer needs and expectations, thereby ensuring their own economic survival. In other words, service marketers need to be able to close the customer gap between expectations and perceptions.
Pages: 15
Price: Rs 11.25   
Customer Expectations and Targeting of Services Total views (588)  
Customers buy goods and services to meet specific needs, and they evaluate the outcomes o f their purchases based on what they expect to receive. Needs are deeply rooted in people's unconscious minds and concern long-term existence and identity issues.
Pages: 14
Price: Rs 10.5   
Customer Satisfaction and Encounter Management Total views (595)  
Customer satisfaction is a broad perception influenced by features and attributes of the products as well as by customers' emotional responses, their attributions, and their perception of fairness. Service quality the customers' perception of the service component of the product is also a critical determinants of customer satisfaction.
Pages: 11
Price: Rs 8.25   
Customer Relationship Management and Service Recovery Total views (517)  
Well-managed firms understand the importance of working hard to retain and develop their existing customers and to devise compensation package designed to encourage such behaviour. Customer retention involves marketing and account management activities aimed at developing long-term and cost effective links between customers and the organizations for the mutual benefit of both parties.
Pages: 17
Price: Rs 12.75   
Designing and Positioning of Services Total views (501)  
Services are intangibles and difficult to describe and communicate. Service design and delivery is a challenging task because services cannot be touched, examined or tried out; people frequently resort to words in their efforts to describe them. In developing design concept for services, four kinds of risks associated such as over simplification, incompleteness, subjectivity and biased interpretat ......
Pages: 15
Price: Rs 11.25   
Pricing Strategies for Services Total views (500)  
Price is the medium for exchange of value between a buyer and a seller. It is an influencing factor in consumer decision-making, related to a purchase. Whatever be the product, whether it is a good or a service, whether high priced or low priced, whether the customer has a high ability to purchase or low ability or belonged to middle or low income group, the influence of the price in the purchase ......
Pages: 18
Price: Rs 13.5   
Planning and Managing Service- Delivery Total views (504)  
The services offered by service provider must be transferred to the consumers for their use. The distribution is the process of transferring the goods or services from the place of production to the place of consumption. The distribution system of tangible goods involves the use of a network of intermediaries to distribute the goods in some cases they may choose to distribute directly.
Pages: 19
Price: Rs 14.25   
Integrated Services Marketing Communication Total views (505)  
Marketing communication is not what it used to be. In the past customers received information about goods and services from a limited number of sources, often mass marketing sources such as television and newspapers. In this type of environment, it was not difficult for a marketer to convey a uniform brand image and to coordinate promises.
Pages: 12
Price: Rs 9   

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