1. Characteristics of services industries. Classification of services.
Services
development, factors of services development.
2. Consumer behavior in services. Characteristics of services. Differences
between goods and services. Customer perceptions of services. Customer
evaluation of services.
3. Principles of services marketing. Deficiencies in marketing management.
Evolution trends of services marketing. The services marketing mix.
Internal,external and interactive marketing
4. The service product, four levels of the service product. The service
offer,service elements, service forms, service levels.
5. Customer Satisfaction Measurement. Measurement of Factor Importance.
Method of Perceived gap. Method of Satisfaction Pyramid. Position map
According to the Satisfaction and Factor Importance.
6. Packaging the services product. The product life-cycle. Assortment in
services industrie organization.
7. Pricing the services.
8. Distribution and delivery of services.
9. Promotion of services.
10.People in services. Internal marketing. Control systems of personnel service
quality. Customers levels.
11.Physical evidence. Management of physical evidence. Creation services
atmosphere.
12.Processes in services. Balancing service offer and demand. Productivity in
services industries.
Services
development, factors of services development.
2. Consumer behavior in services. Characteristics of services. Differences
between goods and services. Customer perceptions of services. Customer
evaluation of services.
3. Principles of services marketing. Deficiencies in marketing management.
Evolution trends of services marketing. The services marketing mix.
Internal,external and interactive marketing
4. The service product, four levels of the service product. The service
offer,service elements, service forms, service levels.
5. Customer Satisfaction Measurement. Measurement of Factor Importance.
Method of Perceived gap. Method of Satisfaction Pyramid. Position map
According to the Satisfaction and Factor Importance.
6. Packaging the services product. The product life-cycle. Assortment in
services industrie organization.
7. Pricing the services.
8. Distribution and delivery of services.
9. Promotion of services.
10.People in services. Internal marketing. Control systems of personnel service
quality. Customers levels.
11.Physical evidence. Management of physical evidence. Creation services
atmosphere.
12.Processes in services. Balancing service offer and demand. Productivity in
services industries.