Subject Details
Dept     : MBA
Sem      : 4
Regul    : 2019
Faculty : Dr. V. Shanthaamani
phone  : NIL
E-mail  : shanthaa.v.mba@snsce.ac.in
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Lecture Notes

UNIT 1:
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Nature and growth of services
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Nature and growth of services
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characteristics-classification-service market potential
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characteristics-classification-service market potential
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introduction to gap model and SERVQUAL and dimensions
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Introduction to services
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classification of services
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market potential
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service marketing mix
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service quality
UNIT 2:
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Assessing marketing opportunities-customer expectations and perceptions of services
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customer behaviour specific to usage of services-service market segmentation- market targeting and selection
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assessing market opportunities
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customer expectation
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perception of services
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market targeting
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maerket positioning
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Market position

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SNS COLLEGE OF ENGINEERING
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