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Marketing Services & Consumer Behaviour – 3rd Sem S&M (M.Sc HA)

Syllabus – Marketing Services & Consumer Behavior

MARKETING SERVICES:

  1. MARKETING OF SERVICES – CONCEPTS AND ISSUES
  1. MARKETING OF HOSPITALITY SERVICES – CONCEPTS & ISSUES
  • Marketing of Hospitality and Tourism Services
  • Management and Marketing of Tourism in India
  • Hospitality Marketing – A special case in Services Marketing
  1. MARKETING OF EDUCATION & PROFESSIONAL SERVICES
  • Marketing of Educational Services
  • Professional Education – Marketing of Services
  • Marketing of Professional Support Services: Implications for Advertising Agencies
  • Landmark– The Trade Mark Research Group (A)

 

CONSUMER BEHAVIOUR:

  1. CONSUMER BEHAVIOUR – ISSUES AND CONCEPTS

  1. INDIVIDUAL INFLUENCES ON BUYING BEHAVIOUR
  1. GROUP INFLUENCES ON CONSUMER BEHAVIOUR
  1. THE BUYING PROCESS
  1. Modeling BUYER BEHAVIOUR

Syllabus with topics linked

Syllabus – Marketing Services & Consumer Behavior

MARKETING SERVICES:

  1. MARKETING OF SERVICES – CONCEPTS AND ISSUES
  1. MARKETING OF HOSPITALITY SERVICES – CONCEPTS & ISSUES
  • Marketing of Hospitality and Tourism Services
  • Management and Marketing of Tourism in India
  • Hospitality Marketing – A special case in Services Marketing
  1. MARKETING OF EDUCATION & PROFESSIONAL SERVICES
  • Marketing of Educational Services
  • Professional Education – Marketing of Services
  • Marketing of Professional Support Services: Implications for Advertising Agencies
  • Landmark– The Trade Mark Research Group (A)

 

CONSUMER BEHAVIOUR:

  1. CONSUMER BEHAVIOUR – ISSUES AND CONCEPTS

  1. INDIVIDUAL INFLUENCES ON BUYING BEHAVIOUR
  1. GROUP INFLUENCES ON CONSUMER BEHAVIOUR
  1. THE BUYING PROCESS
  1. Modeling BUYER BEHAVIOUR
Service Marketing – Basic issues

Service Marketing – Basic issues

  THE CHALLENGES OF SERVICE MARKETING MANAGEMENT Service marketing management deals with the actions and processes that enable a service provider to deliver services to end consumers. The services sector includes industries like banking, insurance,...

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Designing Service Strategy

Designing Service Strategy

STRATEGIES FOR SERVICE MARKETING SUCCESS Service marketing requires a great degree of detail and deeper customer understanding. Planning is key. Here are a few service marketing strategies that can help you deal with the demands of service marketing, leading to the...

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Marketing of Educational Services

Marketing of Educational Services

Marketing of Educational Services Marketing of education is gaining momentum with the entry of private institutions, change in people's attitude towards education, and the changing scope for the different courses being offered. The technological changes and shrinking...

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Consumer Behavior – Nature, Scope, and Application

Consumer Behavior – Nature, Scope, and Application

The term consumer behavior, individual buyer behavior, end-user behavior, and consumer buying behavior all stand for the same. Consumer behavior is the study of how individuals, groups, and organizations select buy, use, and dispose of goods and services, ideas, or...

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Consumer Behavior & Lifestyle Marketing

Consumer Behavior & Lifestyle Marketing

Discover how lifestyle affects consumer behaviour and what it means for marketing services. Learn how to leverage lifestyle insights to improve engagement, increase conversions, and build lasting relationships with customers.

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Organizational Buying Behavior

Organizational Buying Behavior

Organizational Buying Behavior Organizational Buying Behaviour is a complex decision-making and communication process involving the selection and procurement of products and services by organizational buyers. Individuals, organizations, or government agencies that...

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Perception Influences on Buying Behavior

Perception Influences on Buying Behavior

Customer Perception As a consumer, as an employee, as a parent, as a friend, as a person – perception is the most important psychological factor in all human behavior. According to Radhika Duggal at Forbes, “Perception is defined as the process by which individuals...

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Learning and Memory – Influences on Buying Behavior

Learning and Memory – Influences on Buying Behavior

Memory It is well-known that memory affects our buying behavior. For example, if you have fond memories of a sweet that you loved as a kid, for example, Dumle, you most likely still like that sweet. The scent and the taste of that sweet bring back memories,...

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Cultural and Sub-Cultural Influences

Cultural and Sub-Cultural Influences

Culture and Subculture Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in one textbook is “That complex whole which...

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Consumer Buying Process

Consumer Buying Process

Consumer Buying Process The customer buying process (also called a buying decision process) describes the journey your customer goes through before they buy your product. Understanding your customer’s buying process is not only very important for your salespeople, it...

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Modeling Buyer Behavior

Modeling Buyer Behavior

Buyer Behavior Models To achieve success in the modern marketing, the marketing manager has to study consumer behavior because he can create, maintain and increase the demand for his companies’ products only when he understand the feelings, desires, and buying motives...

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Howard Sheth Model

Howard Sheth Model

Howard Sheth Model The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information...

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Recent Developments in Modeling Buyer behavior

Recent Developments in Modeling Buyer behavior

SOME RECENT MODELS There are two of the recent models to illustrate the developments in consumer behavior modeling. The first one is the Nicosia model which is along the consumer decision process focussing on the relationship between the marketing organization and its...

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