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DECEMBER 2011
CHAPTER 1 – Understanding serviceCharacteristics of services
Differences between goods and services
Marketing mix in service
Chapter 2 – Customer involvement, managing service encounterElements of Service processing –
categorizing service processes
The service system: Flowcharting, moments of truth and critical incidents
Chapter 3 – Customer behavior in service settingsHoftstede’s cultural dimensions: Collectivism
Vs Individualism, power distance, uncertainty avoidance, Masculinity Vs Ferminity
Types of Risk and risk reduction
Chapter 4 – Customer satisfaction and service quality
Customer satisfaction and service qualityTypes of expectationsImpact of culture on consumer expectationZone of indifferenceConceptual model of service quality: 5 gaps
and how to fill those gaps
Chapter 5 – Service recoveryCustomer handle dissatisfaction
The role of justice in the complaint handling procedure: Procedure, interaction, outcome
Principles for effective service recovery
Chapter 6 – Managing customer relationshipsPathways to growth in service businessSwitching barriersValue creation for customer and firmKey elements in successful customer
relationshipsReason for customer defection
Chapter 7- Segmentation –Targeting and positioningImportance and determinance attributes
Copy positioning and product positioning
Steps in developing a marketing positioning strategy
Chapter 8 – Develop service product strategyCore and supplementary service product
Creating new services
What makes a good service brand?
Chapter 9 – Service delivery and servicescape strategyThe effect of physical evidence and
atmosphere on buyer behavior
The role of intermediaries
Chapter 10 – Costing and PricingBreak even analysis
Monetary pricing objectives
ARGE and yield percentage
AND Chapter 11 – Demand and Capacity Chapter 12 – Communicating and promoting
Service
Exam formatMultiple choice question: a -e 15 x 2 marks
Short answer question 5 x 5 marks
Questions in relevant business context
3 x 15 marks