Services Marketing (V-U)

• 1. Introduction (V-U)
• 2. The importance of the services sector (V-U)
• 3. Marketing approaches (V-U)
• 4. Classification of services (V-U)
• 6. Classification of services…cont’d (V-U)
• 7. Marketing mix of services (V-U)
• 8. The provider gap– its levels (V-U)
• 9. The purchase process of services (V-U)
• 10. The purchase process of services (Cont.) (V-U)
• 11. Zone of tolerance (V-U)
• 12. Consumer expectations (V-U)
• 13. Satisfaction and quality (V-U)
• 14. Dimensions of quality (V-U)
• 15. Quality dimensions and the themes (V-U)
• 16. Objectives of research (V-U)
• 17. Criteria for effective research (V-U)
• 18. Elements in effective research (V-U)
• 19. Performance, gap scores (V-U)
• 20. Research for upward communication (V-U)
• 21. Benefits of relationship marketing (V-U)
• 22. Relationship strategies (V-U)
• 23. Recovery strategies (V-U)
• 24. Service guarantees & Gap 2 (V-U)
• 25. The new service development (V-U)
• 26. Planning proces, Front-end planning (V-U)