Subject: FT - 407MMIN INDUSTRIAL AND SERVICE MARKETING

Course Objectives:

The objective of this course is to expose students to the nature of industrial and service markets and develop abilities to help them apply marketing concepts in these markets.

Examination Scheme

The faculty member will award internal marks out of 40 based on three  assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory and cases/practical problems.

Course Contents:

1. Industrial Market: Nature of Industrial market, Consumer Market v/s Industrial Market, Industrial Products: Types and Characteristics, Segmentation of Industrial Market.
2. Understanding Industrial Marketing, Organizational customers, Governmental. agencies, Institutions, Classifying Industrial Products.
3. Industrial Marketing Strategies.
4. Services: Service Sector and Economic Growth, Service Concept Characteristics, and Classification of Service, Challenges in Service Marketing.
5. Marketing Mix in Services Marketing: Product, Price, Place, Promotion, People, Physical Evidences and Process Decisions.
6. Strategic Issues in Service Marketing:  Service Differentiation and Positioning, Managing Service Quality, Productivity in Services.
   

Text Readings:

1. Christopher H. Lovelock, " Service Marketing ", New Delhi ; PHI
2. Robert R. Reeder, Edward G. Brierty & Betty H. Reeder." Industrial Marketing, Analysis, Planning and Control ", New Delhi, Edward, PHI.

Suggested Readings

1. Michael H. Morris, "Industrial and Organizational Marketing", New York, MacMillan.
2. Ravi Shankar, "Services Marketing", New Delhi, Global Press.