MB321 MARKETING OF SERVICES

Unit-I
Introduction: Difference between product and services marketing;
Characteristics of services; Classification of services; Paradigms in
services marketing
Service marketing system: Service quality; Understanding
customer expectations and zone of tolerance; Segmentation and
zone of tolerance; Targeting and positioning of service

Unit-II
Services marketing mix: Augmented marketing mix; Developing
the service product/intangible product; Service product planning;
Service pricing strategy; Services promotions; Services
distributions

Unit-III
Physical evidence: Role of communication in service marketing;
People and internal communication; process of operations and
delivery of services; Role of technology in services marketing.

Unit-IV
Marketing the Financial Services: Deciding the service Quality,
Understanding the customer expectation, segmenting, targeting,
and positioning of Financial Services, Devising Financial Services
Marketing Mix Strategies with special reference to Credit Cards,
Home Loans, Insurance and Banking.

Unit-V
Services in global perspective: International marketing of
services; Recent trends; Principal driving force in global marketing
of services; Key decisions in global marketing; Services strategy
and organizing for global marketing
References:
1. Baron S and Harris K- Services Marketing: Text and Cases
(Palgrave, 2003)
2. Lovelock- Services Marketing: People, Technology and
Strategy (Pearson Education, 5th edition) 2001.
3. Zeithaml- Services Marketing (Tata McGraw-Hill, 3rd edition)
1999.
 4. S. L. Gupta – Marketing of Services (Sultan Chand)
5. Rama Mohana Raok – Services Marketing (Pearson
Education)
MB324 Retail Marketing Management

Unit-I
An overview of Retail Management: Introduction, Concept and
Significance – Types of Retailers – Strategic planning in Retailing.

Unit-II
Retail site location – Factors influencing the location – Financial
strategy in Retailing – Marketing Management issues in retailing –
Human Resource Management in Retailing.

Unit-III
Merchandise Management : Forcasting sales, Developing an
assortment plan, Merchandise planning systems, Buying
Merchandise – Retail Pricing.

Unit-IV
Retailing and Information Technology Support Systems – Supply
Chain management-Importance of customer service and quality
management – Customer Relationship Management.

Unit-V
Store Management: Managing the store, Store layout, Design and
visual merchandising – Retailing in India; Changes impacting
retailing, Common woes in Retailing – Research for Retailing.

References:

1. Chetan Bajaj, Rajnish Tuli and Srivatsva : Retail Management

(Oxford)
2. Barry Berman & Joel R Evans: Retail Management A Strategic
Approach (Pearson)
3. Levy, Weitz: Retail Management(Tata McGraw Hill)
4. Suja Nair: Retail Management(Himalaya)
MB325 DISTRIBUTION & LOGISTICS MANAGEMENT

Unit-I
Structure – functions and relationship in the channel – Changing
scene of distribution in India- Profile of middle men – Channel
Planning & Design – Criteria for selection of channel members –
methods of compensating channel members – organizing the
channel.

Unit-II
Channel management – Conflict management –Captain in the
channel – motivating channel members-Assessing the
performance of channel members – removals and additions in the
channel – substitutions of different modes of distribution.

Unit-III
Supply chain in domestic and global environment-benefits – Value
chain in selling and procurement- Improving supply chain
forecasting-Purchase and supply chain – production and supply
chain – Financial Issues- Information systems – Customer services.

Unit-IV
Coordination – Inter-functional coordination – Inter corporate
Coordination – Measuring performance – Logistics – concept –
Types of transport – Cost benefit analysis- Designing Logistics
system.

References:

1. Sunil Chopra and Peter Meindl, SUPPLY CHAIN

MANAGEMENT(Pearson EDUCATION)
2. John T.Mentzeer: SUPPLY CHAIN MANAGEMENT (Reponse
Books)
3. Arjan J. Van Wheeler: PURCHASING AND SUPPLY CHAIN
MANAGEMENT, (Thomson Asia)
4. Stern, EI Ansany & Coughian: MARKETING CHANNELS,
MB326 INSURANCE & FINANCIAL SERVICES
MARKETING
Unit-I
Financial services – Introduction. Over view if Financial services – a marketing
perspective Banking, Non Banking Financial Companies, Hire purchase finance and
consumer credit, Housing finance, Insurance services/ products, venture capital
financing, stock broking, depositories, credit rating.
Unit-II
Marketing of Banking services – organizing the bank for marketing. Centralized and
decentralized models of marketing departments. Developing and Implementing the
marketing plan. Evaluation, monitoring and control of marketing plan. Business
banking – Identifying the market and assessing its needs. Developing the marketing
mix. Emerging trends and challenges in marketing of banking services.
Unit-III
Marketing practices in Capital markets, Mutual funds. Understanding and managing
the services marketing mix in capital markets, mutual funds, credit rating agencies,
venture capital funding.
Unit-IV
Insurance marketing – Classification of insurance products. An overview of their
features.

Need and importance of insurance and its marketing. Distribution channels in

insurance – agency and non agency distribution systems.
Life insurance principles - Utmost Good Faith – Insurable Interest – Types
of Life Insurance Contracts – Term and Cash Value Insurance – General Provisions of
Life Insurance contract – Clauses – Options - Riders

General insurance principles – Doctrine of Utmost Good faith –

Insurable interest – Indemnity – Corollaries of Indemnity – Subrogation –
Contribution – Proximate Cause – General insurance contract and Documentation –
Conditions and Clauses.
Unit-V
A brief historical note about insurance marketing – Need for personal selling in
insurance. Understanding the customer requirements. The personal selling process.
Compensation of intermediaries in insurance marketing.

References:
1. Harrison Tina, (2000) Financial Services Marketing, Person Education
2. Mary Ann Pezzullo, (1999) Marketing Financial Services, Macmillan
publication
3. J. Owen Stalson (1969) Marketing Life Insurance, McCahan Foundation
publications
4. Harrington, S, E. and G. R. Niehaus: (2004), Risk Management and Insurance,
Second Edition, Tata Mc Graw Hill, New Delhi.
5. Bickelhaupt, D. l., (1983), General Insurance (11th Edition), Richard D. Irwin,
Inc. Homewood, Ill.
6. Luthardt, Constance M. et.al.(1999), Property and Liability Insurance
Principles, (3rd Edition), Insurance Institute of America, Malvern, pa.
7. Black. K.Jr. and H. D. Skipper Jr (2003) Life and Health Insurance (Thirteenth
Edition), Indian Reprint, Pearson Education.