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Unit–I
Service
Concepts, Scope of Services. Goods-Services continuum. 4 I’s of Services Goods and Services. Categorization. Industrial Services. Segmentation Target Marketing and Positioning. Customer Expectations and Perceptions of Services.
Unit–II
Service Marketing Mix
Product, Pricing, Place, Promotion, People, Physical evidence and process. Service Quality-Dimensions of Quality. Understanding Quality Management. Measuring Service Quality.
Unit–III
Strategies for Marketing
Overview, Strategies for dealing with Intangibility, Inventory, Inconsistency and Inseparability. Building Customer Relationship through Segmentation and Retention Strategies. Service Marketing Triangle- External Marketing, Internal Marketing, Relationship Marketing and Interactive Marketing.
Unit–IV
Introduction to Global Marketing
Importance of Global Markets – Consumer Markets – The Environment of Global Marketing – Cultural Environment – Economic Environment – Demographic Environment – Political and Government Environment– Technological Environment.
Unit–V
International Brands and International Products
Identifying Global Customer Needs – Satisfying Global Customers - Coordinating Marketing Activities -Global Product Planning – Product Objectives – New Products in Global Marketing – Distinction between Global Marketing and Indian Marketing.
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CategoriesManagement
Format PDF
TypeeBook