Sector-Wise Analysis - Table of Contents

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Services Marketing

Sector-wise Industry Analysis Assignment

Submission through: [email protected]

Submission Deadline: 23rd December 2010.

Assignment Brief: You are required to write applications and implications of services

marketing literature in the local context based on your own observations

and your discussions with service providers, colleagues, peers and other

relevant professionals (please adopt third party writing style: avoid writing

I, WE or US; use they for service providers) . You can also include your own

assessment or critique for the marketing practices observed with services

provider operating in local markets. It is expected that you will supplement

your observations with the help of published material(s); which mayinclude:

Scanned copy of company s print advertisement(s)s

Photographs and location layouts of billboards

Internet Advertisements

Menu cards or price tags to reflect pricing

Photograph(s) of Service Employee with or without uniform(s)

Process Flowcharts or Service Layouts

Actual Photographs taken to show service layouts

Charts showing product life cycles & industry life cycles

Perceptual maps showing consumers perceptions

Servicescape Environment

Any other graph/picture/table/chart

Outlines Attached: Suggested outlines are attached here for your guidance. Educational Services .... 2

Financial Services 6

Health Care Services 10

Air Travel Services .. 14

Telecom Services . 18

Real Estate Services . 22 Media Services . 26

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MARKETINGOF EDUCATIONAL SERVICES

1) Understanding Educational Services

a) Educational Services An Introductionb) Classifying Educational Services

i) Four Broad Categories of Services

ii) High Contact VS Low Contact Services

c) Forces Shaping Educational Services

d) Educational Marketing Challenges

2) Understanding Service Customers

a) Understanding Educational Service Consumptioni) Pre-purchase Stage

ii) Service Encounter Stage (Extended or Multiple or Both)

iii) Post-encounter Stage

b) Customer Satisfaction & Loyalty in educational servicesc) Customer Relationship Management

3) Positioning

a) Importance of positioning in services marketing

b) Understanding Market Structure Educational Services

c) Basic Market-Preference Patternsi) Homogeneous preferences

ii) Diffused preferences

iii) Clustered preferences

d) Bases for segmenting Consumer Marketsi) Geographic (Region, City Size, Density, Climate)

ii) Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii) Psychographics (Lifestyle or Personality)

iv) Behavioral (Occasions, Benefits, Uses, or Attitudes)

e) Bases for Segmenting Business Marketsi) Demographic

ii) Operating Variables

iii) Purchasing Approachesiv) Situational Factors

v) Personal Characteristics

f) Patterns of Target Market Selectioni) Single-segment concentration

ii) Selective specializationiii) Product specialization

iv) Market specialization

v) Full market coverage

g) Positioningi) Determining a frame of reference

ii) Establishing Points-of-Parity

iii) Establishing Points-of-Difference

iv) Developing Core Brand Values

v) Developing Perceptual maps

h) Challenges of Service Positioning

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4) Product

a) Planning and Creating Service Products

b) Core and Supplementary Product Designc) Product Life Cycle & Industry Life Cycle

d) Product Line decisionsi) Line Stretching (Down-market /up-market /Two-way)ii) Line Filling

iii) Line Modernization

iv) Line Featuring & Line Pruning

e) Branding Service Products and Experiences

f) New Service Development

5) Productivity

a) Service Quality An Introduction

b) Measuring and Improving Service Qualityi) Identifying and Correcting Service Quality Problems

ii) Learning from Customer Feedback

c) Service Productivity An Introductiond) Measuring and Improving Service Productivityi) Identifying and Correcting Service Productivity Problems

ii) Managing Capacity

iii) Analyze Patterns of Demand

iv) Managing Demand

v) Inventory Demand through Waiting Lines and Queuing Systems

vi) Customer Perceptions of Waiting Time

vii) Fluctuations in Demand Threaten Profitability

e) Integrating Service Quality and Productivity Strategies

6) People

a) Importance of Service Employeesi) Frontline Service work - Role & responsibilities

ii) Services Back-office Role & Responsibilities

b) Human Resources Managementi) Recruitment & Selection

ii) Training & Developmentiii) Compensation Management

iv) Performance Management

v) Service Leadership

c) Managing service employees across culture

7) Physical Evidence

a) The Purpose of Service Environments

b) Dimensions of the Servicescape Environmenti) Impact of Music

ii) Effects of Fragrance

iii) Human Responses to Colors

iv) Putting It All Together

c) Selection of Environmental Design Elementsd) Tools to Guide in Servicescape Design

e) Blueprinting Services to Create Valued Experiences and Productive Operations

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8) Processes

a) Flowcharting Customer Service Processes

b) Service process redesign as Business Process Re-engineeringc) Involvement of service customer as co-producer

i) Self-Service Technologies

d) Service Recovery as part of processesi) Principles of Effective Service Recovery Systems

ii) Customer Responses to Effective Service Recovery

e) Service Guarantees as part of processes

f) Attention to Customer Complaints as part of processesi) Discouraging Abuse and Opportunistic Customer Behavior

9) Place

a) Distribution in a Services Contextb) Distribution Options for Serving Customers

i) Physical Channels

ii) Electronic Channels

c) Determining the Type of Contact

d) Place and Time Decisions

e) Delivering Servicesi) Single Site

ii) Multiple Sites

f) The Role of Intermediariesi) Dies-intermediation

ii) Re-intermediation

g) Distributing Services Internationallyi) Barriers to International Trade in Services

h) Challenges of Service Distribution

10)Pricea) Effective Pricing Is Central to Financial Success

b) Objectives of Pricing Strategiesi) Profit Maximization

ii) Market Share Maximization

iii) Cost Leadership

c) Pricing Strategy Stands on Three Foundationsi) Cost based

ii) Competition basediii) Value based

d) Price Elasticity

e) Putting Service Pricing into Practice

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11) Promotion

a) The Role of Marketing Communications

b) Marketing Communications Planningc) Marketing Communications Mix

i) Advertising

ii) Sales Promotion

iii) Personal Sellingiv) Public Relations

v) Direct Marketing

d) Integrating Marketing Communications

e) Challenges of Services Communications

12) Strategic Issues in Services

a) Customer-Led versus Market-Oriented Philosophiesi) Strategies for developing loyalty bonds with customers & reducing customer defections

b) Value Chain Analysis

c) Service Profit Chain

d) Integrating Three Functional Imperativesi) Marketing Imperativesii) Operations Imperatives

iii) HR Imperatives

e) Service Leadership

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MARKETINGOF FINANCIAL SERVICES

1) Understanding Financial Services

a. Financial Services An Introductionb. Classifying Financial Services

i. Four Broad Categories of Services

ii. High Contact VS Low Contact Services

c. Forces Shaping Financial Services

d. Financial Marketing Challenges


a. Understanding Financial Service Consumptioni. Pre-purchase Stage

ii. Service Encounter Stage (Extended or Multiple or Both)iii. Post-encounter Stage

b. Customer Satisfaction & Loyalty in Financial servicesc. Customer Relationship Management

3) Positioning

a. Importance of positioning in Financial Services

b. Understanding Market Structure Financial Services

c. Basic Market-Preference Patternsi. Homogeneous preferences

ii. Diffused preferences

iii. Clustered preferences

d. Bases for segmenting Consumer Marketsi. Geographic (Region, City Size, Density, Climate)

ii. Demographics (Age, Gender, Family size & Life cycle, Race, Occupation, or Income)iii. Psychographics (Lifestyle or Personality)

iv. Behavioral (Occasions, Benefits, Uses, or Attitudes)

e. Bases for Segmenting Business Marketsi. Demographic

ii. Operating Variablesiii. Purchasing Approaches

iv. Situational Factors

v. Personal Characteristics

f. Patterns of Target Market Selectioni. Single-segment concentration

ii. Selective specialization

iii. Product specialization

iv. Market specialization

v. Full market coverage

g. Positioningi. Determining a frame of reference

ii. Establishing Points-of-Parity

iii. Establishing Points-of-Difference

iv. Developing Core Brand Values

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v. Developing Perceptual maps

h. Challenges of Service Positioning

4) Product

a. Planning and Creating Service Products

b. Core and Supplementary Product Designc. Product Life Cycle & Industry Life Cycle

d. Product Line decisionsi. Line Stretching (Down-market /up-market /Two-way)

ii. Line Fillingiii. Line Modernization

iv. Line Featuring & Line Pruning

e. Branding Service Products and Experiences

f. New Service Development

5) Productivity

a. Service Quality An Introduction

b. Measuring and Improving Service Quality

i. Identifying and Correcting Service Quality Problemsii. Learning from Customer Feedback

c. Service Productivity An Introductiond. Measuring and Improving Service Productivity

i. Identifying and Correcting Service Productivity Problems

ii. Managing Capacity

iii. Analyze Patterns of Demand

iv. Managing Demand

v. Inventory Demand through Waiting Lines and Queuing Systems

vi. Customer Perceptions of Waiting Time

vii. Fluctuations in Demand Threaten Profitability

e. Integrating Service Quality and Productivity Strategies

6) Peoplea. Importance of Service Employees

i. Frontline Service work - Role & responsibilities

ii. Services Back-office Role & Responsibilities

b. Human Resources Managementi. Recruitment & Selection

ii. Training & Development

iii. Compensation Management

iv. Performance Management

v. Service Leadership

c. Managing service employees across culture

7) Physical Evidencea. The Purpose of Service Environments

b. Dimensions of the Servicescape Environmenti. Impact of Music

ii. Effects of Fragrance

iii. Human Responses to Colors

iv. Putting It All Together

c. Selection of Environmental Design Elements

d. Tools to Guide in Servicescape Design

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e. Blueprinting Services to Create Valued Experiences and Productive Operations

8) Processes

a. Flowcharting Customer Service Processes

b. Service process redesign as Business Process Re-engineering

c. Involvement of service customer as co-produceri. Self-Service Technologiesd. Service Recovery as part of processes

i. Principles of Effective Service Recovery Systems

ii. Customer Responses to Effective Service Recovery

e. Service Guarantees as part of processes

f. Attention to Customer Complaints as part of processesi. Discouraging Abuse and Opportunistic Customer Behavior

9) Place

a. Distribution in a Services Context

b. Distribution Options for Serving Customers

i. Physical Channelsii. Electronic Channels

c. Determining the Type of Contactd. Place and Time Decisions

e. Delivering Servicesi. Single Site

ii. Multiple Sites

f. The Role of Intermediariesi. Dies-intermediation

ii. Re-intermediation

g. Distributing Services Internationallyi. Barriers to International Trade in Services

h. Challenges of Service Distribution

10) Price

a. Effective Pricing Is Central to Financial Successb. Objectives of Pricing Strategies

i. Profit Maximization

ii. Market Share Maximization

iii. Cost Leadership

c. Pricing Strategy Stands on Three Foundationsi. Cost based

ii. Competition based

iii. Value based

d. Price Elasticity

e. Putting Service Pricing into Practice

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11) Promotion

a. The Role of Marketing Communications

b. Marketing Communications Planning

c. Marketing Communications Mixi. Advertisingii. Sales Promotion

iii. Personal Sellingiv. Public Relations

v. Direct Marketing

d. Integrating Marketing Communications

e. Challenges of Services Communications


a. Customer-Led versus Market-Oriented Philosophiesi. Strategies for developing loyalty bonds with customers & reducing customer defections

b. Value Chain Analysisc. Service Profit Chain

d. Integrating Three Functional Imperativesi. Marketing Imperatives

ii. Operations Imperatives

iii. HR Imperatives

e. Service Leadership

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MARKETINGOF HEALTH CARE SERVICES

1) Understanding Health Care Services

a. Health Care Services An Introductionb. Classifying Health Care Services



c. Forces Shaping Health Care Services

d. Health Care Marketing Challenges


a. Understanding Health Care Service Consumptioni. Pre-purchase Stage


b. Customer Satisfaction & Loyalty in Health Care servicesc. Customer Relationship Management

3) Positioning

a. Importance of positioning in services marketing

b. Understanding Market Structure Health Care Services




















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4) Product








5) Productivity








iv. Managing Demand





















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8) Processes








9) Place






ii. Multiple Sites





10) Price







iii. Value based

d. Price Elasticity


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11) Promotion





v. Direct Marketing








iii. HR Imperatives


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MARKETINGOF AIRTRAVEL SERVICES

1) Understanding Air Travel Services

a. Air Travel Services An Introductionb. Classifying Air Travel Services



c. Forces Shaping Air Travel Services

d. Air Travel Marketing Challenges


a. Understanding Air Travel Service Consumptioni. Pre-purchase Stage


b. Customer Satisfaction & Loyalty in Air Travel servicesc. Customer Relationship Management

3) Positioning


b. Understanding Market Structure Air Travel Services




















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4) Product








5) Productivity








iv. Managing Demand





















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8) Processes








9) Place






ii. Multiple Sites





10)Price







iii. Value based

d. Price Elasticity


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11) Promotion





v. Direct Marketing








iii. HR Imperatives


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MARKETINGOF TELECOM SERVICES

1) Understanding Telecom Services

a. Telecom Services An Introductionb. Classifying Telecom Services



c. Forces Shaping Telecom Services

d. Telecom Marketing Challenges


a. Understanding Telecom Service Consumptioni. Pre-purchase Stage


b. Customer Satisfaction & Loyalty in Telecom servicesc. Customer Relationship Management

3) Positioning


b. Understanding Market Structure Telecom Services




















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4) Product








5) Productivity








iv. Managing Demand





















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8) Processes








9) Place






ii. Multiple Sites





10) Price







iii. Value based

d. Price Elasticity


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11) Promotion





v. Direct Marketing








iii. HR Imperatives


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MARKETINGOF REAL ESTATE SERVICES

1) Understanding Real Estate Services

a. Real Estate Services An Introductionb. Classifying Real Estate Services



c. Forces Shaping Real Estate Services

d. Real Estate Marketing Challenges


a. Understanding Real Estate Service Consumptioni. Pre-purchase Stage


b. Customer Satisfaction & Loyalty in Real Estate servicesc. Customer Relationship Management

3) Positioning


b. Understanding Market Structure Real Estate Services




















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4) Product








5) Productivity








iv. Managing Demand





















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8) Processes








9) Place






ii. Multiple Sites





10) Price







iii. Value based

d. Price Elasticity


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11) Promotion





v. Direct Marketing








iii. HR Imperatives


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MARKETINGOF MEDIA SERVICES

1) Understanding Media Services

a. Media Services An Introduction b. Classifying Media Services



c. Forces Shaping Media Services

d. Media Marketing Challenges


a. Understanding Media Service Consumptioni. Pre-purchase Stage


b. Customer Satisfaction & Loyalty in Media servicesc. Customer Relationship Management

3) Positioning


b. Understanding Market Structure Media Services




















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4) Product








5) Productivity








iv. Managing Demand





















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8) Processes








9) Place






ii. Multiple Sites





10) Price







iii. Value based

d. Price Elasticity


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11) Promotion





v. Direct Marketing








iii. HR Imperatives


Documents

Sector-Wise Analysis - Table of Contents