Enhance understanding of how
consumers choose, experience,
and evaluate services.
Describe how consumers judge
goods versus services in terms of
search, experience, and credence
different types of expectations for
Discuss the sources of customer
expectations of service, including
Explain what services are and identify important trends in
Explain the need for special service marketing concepts and
practices and why the need has developed and is accelerating.
Provide a solid basis for understanding what
influences customer perceptions of service and
the relationships among customer satisfaction,
Illustrate the importance of recovery from
service failures in keeping customers and
Discuss the nature of consumer complaints
and why people do and do not complain.
Provide evidence of wh
1. Describe the challenges inherent
in service innovation and design.
2. Present the stages and unique
3. Demonstrate the value of servi
Pricing of Services
Discuss three major ways that service
prices are perceived differently from
goods prices by customers.
Articulate the key ways that pricing of
services differs from pricing of goods from
in Service Delivery
creating a service culture in which
providing excellent service to both
internal and external customers is a
way of life.
2. Illustrate the pivotal role o
Discuss the key service communication
Introduce the concept of integrated
service marketing communications.
Discuss ways to integrate marketing
guidelines for customer research
Show how customer research
information can and should be
used for services.
Describe the strategies by which
Explain relationship marketing, its goals,
and the benefits of long-term relationships
for firms and customers.
Explain why and how to estimate customer
The Financial and
Economic Effect of
Examine the direct effects of service on
Consider the effect of service in getting
Evaluate the role of service in keeping
and the Servicescape
Explain the profound impact of physical
evidence, particularly the servicescape,
on customer perceptions and experiences.
servicescapes, the roles
1. Identify the primary channels
delivered to end customers.
2. Provide examples of each of the
key service intermediaries.
Distinguish between company-defined and
customer-defined service standards
Differentiate among one-time service fixes
and hard and soft customer-defined
Explain the c
The Gaps Model of
1. Introduce the framework, called the
gaps model of service quality, used to
organize this textbook.
2. Demonstrate that the gaps model is a
useful framework for understanding
Explain the underlying issue for capacityconstrained services: lack of inventory
Present the implications of time, labor,
in Service Delivery
customers in successful service
delivery and cocreation of service
2. Discuss the variety of roles that
Market Segmentation and
Dont buy market share. Figure out how to earn it.
Target Marketing requires:
A shot gun Approach to A Rifle Approach
Identify and profile distinct groups of buyers who
differ in their needs and
Setting the Product and Branding
The best way to hold customers is to constantly figure
out how to give them more for less.
- Kotler -
What are the characteristics of products?
How can a company build and manage it
Designing and Managing
Every business is a service business. Does your service
put a smile on the customers face?
- Kotler -
The Nature of Services
Government sector examples : courts, employment services, hospita
Integrative Approach to Strategic Marketing Planning: An Action
Research Case Study
Alex Ng Hou Hong, Universiti Teknologi Malaysia
Dominic Lau Hoe Chai, UCSI University
Wan Khairuzzaman Bin Wan Ismail, Universiti Teknologi Malaysia
The purpose o
Cultural Dynamics in
Culture and its Elements
Planned Cultural Change
Consequences of an Innovation
Indian J.Sci.Res. 4 (6): 381-388, 2014
ISSN: 0976-2876 (Print)
EFFECT OF CULTURE ON INTERNATIONAL TRADE: CASE STUDY OF SAFFRON
, HANIEH SHAHI
AND MOHAMMAD SADEGH HORRI
Department of Executive Master of Bu
The Influence of Culture in International Business
Autoria: Victor Meyer Junior, Bernardo Meyer, Jon Patrick Murphy
The goal of this paper is to analyze the influence of culture in international business.
The globalization of the world economy ha
The History of Strategy
and Its Future Prospects
From The Art of War to The War for Talent, strategy
has been evolving for centuries. What we have learned
in the past 2,500 years is highlighted herenot only
where strategy began but also why it is on the v
Pricing Products: General Pricing Consideration Approaches and strategies
1. Describe the major strategies for pricing new products?
2. Discuss how companies adjust their prices to take into account different types of
customers and situations?
WEEK - 4
By the end of the lecture, student are
Distinguish between risk and
Apply sensitivity and probability
analysis in evaluating projects
Appreciate the fact that t
Time Value of Money
WEEK - 2
At the end of the lecture, students
are expected to:
1. Calculate both future value and the
present value of a mixed stream of
2. Understand and perfor
The Role and Environment of
WEEK - 1
4 Hours of class per week:
2 hours of lecture
2 hours of tutorial
Lecture: Week A Monday 14:30 to 16:30
T1 BAFs4m: Week A Wed 11:00 t