Transcription of Services Marketing
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Services Marketing
Services MarketingDMGT510 Edited by: Hitesh Jhanji Services Marketing Edited ByHitesh Jhanji Printed byEXCEL BOOKS PRIVATE LIMITEDA-45, Naraina, Phase-I,New Delhi-110028forLovely Professional UniversityPhagwara SYLLABUSS ervices MarketingObjectives: The objective of this course is to acquaint the students to the uniqueness of the Services characteristics and itsmarketing implications. The intent of the course is to discuss, measure and analyze several facets in the area of servicesmarketing essential for the success of a service sector No. Discription 1. Introduction to Services Marketing , Understanding Service Characteristics, Product versus Services , Classification of Services , Services Marketing Environment.
Heterogeneity means that services delivered generally vary in quality, time consumed in delivery, and the extent of service provided. Since people deliver most services, they are variable. Perishibility means that services can™t be stored. Example: For Airlines, in a particular flight, vacant seats remain unsold, whereas in the
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