MBA Service Marketing Notes pdf – Download MBA 4th Sem Study Materials & Books

Download MBA Service Marketing Notes pdf. Here You can Check the  Download Links to MBA 4th Sem Study Materials & Books.  All the students who are doing MBA, the following notes will help fast understanding of the fundamentals of Rural Marketing. The core courses in an MBA program cover various areas of business such as accounting, finance, marketing, human resources, operations, and statistics etc. From the following MBA Rural Marketing Notes (MBA సర్వీస్ మార్కెటింగ్), you get the complete note in Single Download Links.

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MBA Service Marketing Notes pdf

Services marketing is marketing based on relationship and value. It may be used to market a service or a product. Marketing a service-based business is different from marketing a product-based business.MBA Service Marketing familiarize with the special characteristics of services relevant to marketing. To analyze customer satisfaction and complaint management in services and evaluate the financial implications of improvement in services, and To acquaint with CRM application in service marketing.

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Suggested Books for MBA Service Marketing

  • Ravi Shanker, SERVICES MARKETING: THE INDIAN PERSPECTIVE, Excel Books, New Delhi, 2008
  •  Rajendra Nargundkar, SERVICES MARKETING: TEXT & CASES, Tata McGraw-Hill Publishing Company, New Delhi, 2008
  •  Christopher H. Lovelock, SERVICES MARKETING: PEOPLE, TECHNOLOGY, STRATEGY, Pearson Education Asia.
  • R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited, New Delhi.
  • Zcithaml, Parasuraman & Berry, DELIVERING QUALITY SERVICE, The Free Press, Macmillan. 2008
  • A. R. Hubbert, “CUSTOMER CO-CREATION OF SERVICE OUTCOMES: EFFECTS OF LOCUS OF CAUSALITY ATTRIBUTIONS”, doctoral dissertation, Arizona State University, Tempe, Arizona, 1995.
  •  B. H. Booms and M. J. Bitner, MARKETING STRATEGIES AND ORGANIZATIONAL STRUCTURES FOR SERVICE FIRMS, IN MARKETING OF SERVICES, ed. J. H. Donnelly and W. R. George (Chicago: American Marketing Association, 1981), pp.47-51.
  •  C. Gronroos, SERVICE MANAGEMENT, AND MARKETING, (Lexington, MA: Lexington Books, 1990).
  • Christopher Lovelock, and Jochen Wirtz, SERVICES MARKETING—PEOPLE, TECHNOLOGY, Strategy, fifth Edition. Pearson Education.
  • David L.Kurtz and Kenneth E.Clow, SERVICES MARKETING, John Wiley & Sons, New York, 1998.
  • Deccan Herald, Bangalore.
  • E. J. McCarthy and W. D. Perrault, BASIC MARKETING: A GLOBAL MANAGERIAL APPROACH, (Burr Ridge, IL: Richard D. Irwin, 1993).
  • ECONOMIC TIMES, 25th July 2000.

MBA Service Marketing  Syllabus- 4th  Semester

Unit – I

Marketing of Services – Introduction – Growth of the Service Sector – The Concept of Service – Characteristics of Services  Classification of Services – Designing the Service Blueprinting, Using Technology – Developing Human Resources – Building Service Aspirations.

Unit – II

Marketing mix in services marketing – The seven Ps – Product Decisions – Pricing Strategies and Tactics – Promotion of Services and Placing or Distribution Methods for Services – Additional Dimensions in Services Marketing – People, Physical Evidence and Process – Internet as a service channel.

Unit – III

Strategic Marketing Management for Services – Matching Demand and Supply through Capacity Planning and Segmentation – Internal Marketing of a Service – External versus Internal Orientation of Service Strategy.

Unit – IV

Delivering Quality Services – Causes of Service-Quality Gaps – The Customer Expectations versus Perceived Service Gap – Factors and Techniques to Resolve this Gaps in Service – Quality Standards, Factors and Solutions – The Service Performance Gap Key Factors and Strategies for Closing the Gap – Developing Appropriate and Effective Communication about Service Quality.

Unit – V

Marketing of Services with special reference to Financial Services – Health Services – Hospitality Services including Travel, Hotels, and Tourism – Professional Services – Public Utility Services – Communication Services – Educational Services.

MBA Services Marketing Review Questions

  • Identify a bank of India where these strategies are vague.
  •  Suggest changes for better performance
  • What is FECL’s product? What are the tangible and intangible elements of this service product?
  •  In what way does technology influence FECL’s service quality?
  • What do you mean by services? How do services differ from products?
  •  Do you think that the classification of services helps in developing the marketing strategy better? How?
  • What are the elements of service quality for a delivery service like FECL?
  • Discuss the important characteristics of services with suitable examples. Also, discuss what challenges they pose before service marketers.
  • Discuss the reasons for the growth of the service sector.
  • Write a detailed note on the role of the service sector in the economy. Do you think ‘physical evidence’ really matters in the marketing of services? Explain.
  • Explain the ‘process’ as one of the important elements of the marketing mix with suitable examples.

Buy MBA Service Marketing books Online at

Services Marketing
  • C Bhattacharya
  • Excel Books
  • Paperback
  • English
Essentials of Service Marketing
  • LAP Lambert Academic Publishing
  • Onditi Arvinlucy
  • LAP Lambert Academic Publishing
  • Paperback: 144 pages
Services Marketing: Integrating Customer Focus accross the Firm
  • Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, Ajay Pandit
  • McGraw Hill Education
  • Edition no. 5 (11/25/2010)
  • Paperback: 784 pages
Services Marketing
  • John E. G. Bateson, K. Douglas Hoffman
  • Cengage
  • Edition no. 4 (01/01/1970)
  • Paperback: 488 pages
Services Marketing : People Technology Strategy
  • Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta
  • Pearson Education
  • Edition no. Eighth (07/11/2017)
  • Paperback: 840 pages
Services Marketing
  • Govind Apte
  • Oxford University Press
  • Paperback: 452 pages
Services Marketing
  • Ravi Shanker
  • Excel Books
  • Paperback: 656 pages
Services Marketing
  • Rajendra Nargundkar
  • McGraw Hill Education
  • Edition no. 3 (03/11/2010)
Service Marketing
  • Galgotia Publishing Company
  • Paperback: 0 pages
Services Marketing

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  • Margham publications presents a range of educational books for college and competitve exams.
  • Subject: Commerce
Services Marketing: Integrating Customer Focus Across the Firm
  • Zeihthaml
  • McGraw Hill Education
  • Edition no. Sixth (07/01/2017)
  • Paperback: 752 pages
Services Marketing: People, Technology and Strategy 7th Edition
  • Physical Condition: No Defects
  • Lovelock / Chatterjee
  • Pearson Education India
  • Edition no. 7 (01/01/1970)
  • Paperback: 704 pages

We Provide the MBA Services Marketing Notes pdf – Download MBA 4th Sem Study Materials & Books. Share this article with other Students of MBA who are searching for MBA 4th Sem Notes & Books. Any University student can download given MBA Services Marketing Notes and Study material or you can buy MBA 4th sem Services Marketing Books at Amazon also. For more information about the MBA Services Marketing Notes, visit our website and you can clarify your doubts via comment box.

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