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Services Marketing: A Practical Approach

Services Marketing: A Practical Approach. Instructor: Dr. Biplab Datta, Vinod Gupta School of Management, IIT Kharagpur. This course will help students to learn the fundamentals of services marketing from a practical point of view. The course focuses on the needs of the customers, who are to be kept satisfied and delighted for a business to prosper. The course will help students understand services marketing from various perspectives and will also be useful if participants wish to establish a new service business of manage an existing one. (from nptel.ac.in)

Lecture 14 - Understanding Consumer Behaviour


Go to the Course Home or watch other lectures:

Lecture 01 - Introduction
Lecture 02 - Why Study Service Marketing Management?
Lecture 03 - The Services System
Lecture 04 - Characteristic of Services
Lecture 05 - Understanding the Macro-Environment
Lecture 06 - Understanding the Macro-Environment (cont.)
Lecture 07 - Understanding the Macro-Environment and Understanding the Micro-Environment
Lecture 08 - Understanding the Micro-Environment (cont.)
Lecture 09 - Service Marketing Process
Lecture 10 - Exploring Marketing Opportunities
Lecture 11 - Exploring Marketing Opportunities (cont.)
Lecture 12 - Segmenting the Market, Targeting and Positioning
Lecture 13 - Services Marketing Research
Lecture 14 - Understanding Consumer Behaviour
Lecture 15 - New Service Development
Lecture 16 - The Service Product
Lecture 17 - Service Quality
Lecture 18 - Service Quality (cont.)
Lecture 19 - Designing the Services Process
Lecture 20 - Designing the Services Process (cont.)
Lecture 21 - Developing Service Personnel
Lecture 22 - Educating Customers
Lecture 23 - Managing Service Delivery Channels
Lecture 24 - Managing Channel Conflict
Lecture 25 - Managing Demand and Capacity
Lecture 26 - Managing Demand and Capacity (cont.)
Lecture 27 - Design the Physical Evidence
Lecture 28 - Managing Integrated Marketing Communications
Lecture 29 - Managing Integrated Marketing Communications (cont.)
Lecture 30 - Pricing the Service
Lecture 31 - Managing Customers
Lecture 32 - Managing Service Recovery
Lecture 33 - Providing Service Guarantees
Lecture 34 - Customer Protection
Lecture 35 - Case Study: Examples
Lecture 36 - Case Study: Financial Services and the Marketing of Insurance Services
Lecture 37 - Case Study: Information Services Marketing
Lecture 38 - Case Study: Healthcare Services
Lecture 39 - Case Study: Education and Extension Services