FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

UNIT I INTRODUCTION 9
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of
Services – Unique characteristics of services - Challenges and issues in Services Marketing.
UNIT II SERVICE MARKETING OPPORTUNITIES 9
Assessing service market potential - Classification of services – Expanded marketing mix – Service
marketing – Environment and trends – Service market segmentation, targeting and positioning.
UNIT III SERVICE DESIGN AND DEVELOPMENT 9
Service Life Cycle – New service development – Service Blue Printing – GAP model of service quality
– Measuring service quality – SERVQUAL – Service Quality function development.
UNIT IV SERVICE DELIVERY AND PROMOTION 9
Positioning of services – Designing service delivery System, Service Channel – Pricing of services,
methods – Service marketing triangle - Integrated Service marketing communication.
UNIT V SERVICE STRATEGIES 9
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics - Educational –
Entertainment & public utility Information technique Services