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DECEMBER 2011. CHAPTER 1 – Understanding service Characteristics of services Differences between goods and services Marketing mix in service.

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Presentation on theme: "DECEMBER 2011. CHAPTER 1 – Understanding service Characteristics of services Differences between goods and services Marketing mix in service."— Presentation transcript:

1 DECEMBER 2011

2 CHAPTER 1 – Understanding service Characteristics of services Differences between goods and services Marketing mix in service

3 Chapter 2 – Customer involvement, managing service encounter Elements of Service processing – categorizing service processes The service system: Flowcharting, moments of truth and critical incidents

4 Chapter 3 – Customer behavior in service settings Hoftstede’s cultural dimensions: Collectivism Vs Individualism, power distance, uncertainty avoidance, Masculinity Vs Ferminity Types of Risk and risk reduction

5 Chapter 4 – Customer satisfaction and service quality Customer satisfaction and service quality Types of expectations Impact of culture on consumer expectation Zone of indifference Conceptual model of service quality: 5 gaps and how to fill those gaps

6 Chapter 5 – Service recovery Customer handle dissatisfaction The role of justice in the complaint handling procedure: Procedure, interaction, outcome Principles for effective service recovery

7 Chapter 6 – Managing customer relationships Pathways to growth in service business Switching barriers Value creation for customer and firm Key elements in successful customer relationships Reason for customer defection

8 Chapter 7- Segmentation –Targeting and positioning Importance and determinance attributes Copy positioning and product positioning Steps in developing a marketing positioning strategy

9 Chapter 8 – Develop service product strategy Core and supplementary service product Creating new services What makes a good service brand?

10 Chapter 9 – Service delivery and servicescape strategy The effect of physical evidence and atmosphere on buyer behavior The role of intermediaries

11 Chapter 10 – Costing and Pricing Break even analysis Monetary pricing objectives ARGE and yield percentage AND Chapter 11 – Demand and Capacity Chapter 12 – Communicating and promoting Service

12 Exam format Multiple choice question: a -e15 x 2 marks Short answer question5 x 5 marks Questions in relevant business context3 x 15 marks

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