Syllabus For The Subject INDUSTRIAL AND SERVICE MARKETING

UNIT - 01

AN INDUSTRIAL MARKETING PERSPECTIVE - THE INDUSTRIAL MARKET - PERSPECTIVE

ON THE ORGANIZATIONAL BUYER

UNIT - 02

DIMENSIONS OF ORGANIZATIONAL BUYING - ORGANIZATIONAL BUYING BEHAVIOR -

INDUSTRIAL MARKETING INTELLIGENCES

UNIT - 03

SEGMENTING THE ORGANIZATIONAL MARKET - ORGANIZATIONAL DEMAND ANALYSIS -

MEASURING MARKET POTENTIAL AND SALES FORECASTING

UNIT - 04

INDUSTRIAL MARKETING PLANNING: STRATEGIC PERSPECTIVE - MANAGING THE

INDUSTRIAL PRODUCT LINE - INDUSTRIAL MARKETING CHANNELS

UNIT - 05

INTRODUCTION GROWTH OF THE SERVICE SECTOR - THE CONCEPT OF SERVICE -

CHARACTERISTICS OF SERVICE

UNIT - 06

CLASSIFICATION OF SERVICE - DESIGNING OF THE SERVICE - BLUEPRINTING - USING

TECHNOLOGY DEVELOPING - HUMAN RESOURCES - BUILDING SERVICE ASPIRATIONS

UNIT - 07

THE SEVEN PS - PRODUCT DECISIONS - PRICING

UNIT - 08

PROMOTION OF SERVICE AND PLACING OR DISTRIBUTION METHODS FOR SERVICES

UNIT - 09

STRATEGIES AND TACTICS - ADDITIONAL DIMENSION IN SERVICES MARKETING -

PEOPLE - PHYSICAL EVIDENCE AND PROCESS

UNIT - 10

CAUSES OF SERVICE - QUALITY GAPS - THE CUSTOMER EXPECTATIONS VERSUS

PERCEIVED SERVICE GAP

UNIT - 11

FACTORS AND TECHNIQUES TO RESOLVE THIS GAP - GAPS IN SERVICES - QUALITY

STANDARDS - FACTORS AND SOLUTIONS

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