Service Marketing
UNIT |
Content |
No. of Hours |
I |
Introduction to Marketing and Services Introduction to Marketing – Evolution – Introduction to Services – Concept – Goods and Services – Features of Marketing, Services – Service Marketing – Concepts – Significance of Service Marketing – Market Segmentation and Positioning - Cross Selling and Up-selling. |
15 |
II |
Marketing Mix in Service Marketing Introduction – Marketing Mix – Concepts – Product Mix – Promotional Mix – Price mix – Place mix – Process - People – Physical Evidence. |
14 |
III |
Marketing of Financial Services Introduction – Financial Services – Concepts – Marketing of Financial Services – Features of Banking, Insurance – Mutual Funds – Types of Mutual Funds – Mutual Fund Marketing – Market Segmentation of Mutual Funds - Portfolio Management Services–– Factoring Services – Types – Factoring Services Marketing. |
14 |
IV |
Bank Marketing Introduction – Bank Marketing – Concepts – Indian perspective – Application of Marketing Principles in Bank – Users of Banking Services –Factors influencing the Behavioral Profile of Users- Market Segmentation of Bank Marketing– Importance – Criteria – Marketing Mix for Banking Services. |
14 |
V |
Insurance Marketing Introduction – Insurance Marketing – Concept – Indian perspective – Users of Insurance Services – Market Segmentation in the Insurance Organization – Significance – Marketing Mix for Insurance Services. |
15 |