Topic: Service Marketing

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Purpose of this Document

Dear Student,

The sole purpose of this document is to help you in organizing your thoughts & knowledge for the
upcoming CSFA-Foundation level exam and also for your placements in near future. We have discussed
with many of our friends who are regularly visiting campuses across nation for hiring students from MBA
colleges as to what they look in the candidate when they are hiring for sales or marketing profile and
keeping in mind the finer details pointed out by them we have shortlisted various topics which an
interviewer feels that the potential candidate should know thoroughly.

We have covered few important contemporary topics in brief which a student studying or is interested in
marketing should know. Also we have shortlisted topics here, which will help you in covering your
syllabus for CSFA-Foundation level as well as for your marketing interviews. These topics are in addition
to the study materials, which have been earlier provided by Team Mercadeo for your learning purpose.
We hope that CSFA will help you in preparing for your future ordeals in a more confident way and you
make a good name for yourself in the field chosen by you.

All the best

Cheers

Team Mercadeo

Outline for Additional Course Material

Passing a CSFA exam is challenging. You will need to balance your knowledge to be successful.
To help you fill in critical knowledge gaps and prepare you for the exam, Team Mercadeo has developed a
list of topics that will help you to get ready for it. Please take the time to carefully go through the outline
for additional important topics.

Marketing
Marketing is possibly the most important activity a business can partake in. It is the one activity that
most directly affects the amount of recognition and sales that a company gets and this determines the
level of profitability. Basically, if youre marketing your business well, it will make profits and if youre
notyou could be in trouble. Even the most brilliant products and services wont survive without
marketing efforts.

1.

Understanding Marketing

Defining Marketing

What is marketed

Who Markets
Core Marketing Concepts like Target Markets , Positioning , Segmentation ,
Offering & Brands , Value Preposition & Satisfaction , Marketing Channels .

2.

Types of Marketing:

Green Marketing

Rural Marketing (Indian Concept)

Holistic Marketing

Relationship Marketing

Integrated Marketing

Performance Marketing

Service Marketing

Experiential Marketing

Direct Marketing

Interactive Marketing

Word of Mouth.

3.

Creating Customer Value , Satisfaction , and loyalty :

Customer Perceived Value

Customer Satisfaction

Customer Profitability

Measuring Customer Lifetime Value

Customer Relationship Management

Customer Database

Downside of Database Marketing & CRM.

4.

Consumer Behavior:

Cultural Factors

Social Factors

Personal Factors

Key Psychological Processes

Various Motivation Theories Sigmund Freud, Maslow, Herzberg.

5.

Customer Buying Decision Process : Five Stage Model

6.

Market Segmentation: Levels of Segmentation & Bases for Segmentation.

DISCLAIMER
This content in not a copyright of Mercadeo Education we have just tried to accumulate the data from various sources and put them together for the CSFA classroom.
We have placed all the references from where the content has been sourced.