1. Services industries
The nature of services
Classification of services
2. Consumer behavior in services
Characteristics of services
Differences between goods and services
Search, experince and credence properties
Consumer choise, concumer experience
3. Services marketing
The Role of marketing
The evolution of services marketing
The essence of services marketing
4. The services marketing mix
Developing a marketing mix strategy
The marekting mix elements
Internal, external and interactive marketing
5. The service product
Four levels of a services products
The product life-cycle
Packaging the services product
6. Pricing the services
Characteristics of services and their influence upon services prices
Classification of services for pricing purposes
Price Tactics
7. People in services
Services personnel, differing roles of people
Managing the perceived service quality
Internal marekting
Customers
8. Processes and physical evidence
Processes as structural elements
Role of sevices evidence
Peripheral evidence, essential evidence
Atmosphere
9. Place: service location and channels
Methods of distributing services
Location
10. Promotion of services
Promotional objectives
Differences in promotion services
The promotionals mix elements
The nature of services
Classification of services
2. Consumer behavior in services
Characteristics of services
Differences between goods and services
Search, experince and credence properties
Consumer choise, concumer experience
3. Services marketing
The Role of marketing
The evolution of services marketing
The essence of services marketing
4. The services marketing mix
Developing a marketing mix strategy
The marekting mix elements
Internal, external and interactive marketing
5. The service product
Four levels of a services products
The product life-cycle
Packaging the services product
6. Pricing the services
Characteristics of services and their influence upon services prices
Classification of services for pricing purposes
Price Tactics
7. People in services
Services personnel, differing roles of people
Managing the perceived service quality
Internal marekting
Customers
8. Processes and physical evidence
Processes as structural elements
Role of sevices evidence
Peripheral evidence, essential evidence
Atmosphere
9. Place: service location and channels
Methods of distributing services
Location
10. Promotion of services
Promotional objectives
Differences in promotion services
The promotionals mix elements