Services Marketing: Acquisition to Retention

Catalog description

Services differ in many ways from manufactured goods Their intangibility inability to be inventoried and the fact that customers play a greater role in product creation are but a few examples As a result marketers must expand their traditional 4Ps toolset product price place promotion to include process people and the physical environment Marketers must consequently adjust their application of the 4Ps For example pricing techniques such as revenue management may be appropriate to use when a service product is perishable Promotion needs to be more educational and experiential because the service product is less tangible and there may be greater perceived risk associated with buying it compared to a physical good Through textbook and case study readings and lectures plus live and video examples and a service encounter project and presentation the course objectives are to 1 Recognize the impetus for services marketing and appreciate the challenges presented by the service sector 2 Understand concepts and techniques of services marketing distinguishing from those deployed in goods marketing and identify appropriate marketing tactics to deploy against specific services marketing problems 3 Deepen understanding of customer loyalty principles and interventions 8211 measurement customer experience design and implementation of customer management programs and 4 Understand customer loyalty drivers and their impact on growth and profitability