SM (BBA 6th)

Concept of services: introduction, growth and role of services, differentiation of goods

and services, service characteristics and classifications

Service quality: quality and productivity, quality gaps and their closing

Concept of services marketing: role of marketing in services, service marketing mix,

service marketing triangle

Managing effective service delivery: managing demand and capacity, importance of

employees, intermediaries and customer participation in effective delivery, channel

selection

Knowledge of buyer’s behaviour: decision making roles, consumer decision making,

consumer evaluation of services

Marketing strategies for service marketing: segmentation, targeting and positioning,

differentiation, life cycle, pricing and market communication