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