Marketing and Developing Services
Learn how to identify marketing opportunities for your service business with the techniques taught in this free course.
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CertificationView course modules
This course will first introduce you to the 7Ps of the marketing mix for service. These are designed to guide consumers to choose your goods and services rather than those of your competitors. You will then look into the SWOT matrix of strengths, weaknesses, opportunities, and threats. You will learn how to evaluate a business opportunity which should prevail over a long period of time, as well as conduct marketing and technical feasibility. The course will also cover the most important types of market segmentation.
Next, you will look into the six stages of how customers purchase and consume services, as well as the nine stages of new service development. The course will then discuss the Core Service, including its four attributes and eight supplementary services. You will study the three types of customer requirements and the five gaps in the Gap Model of service quality. You will also study the five dimensions of functional service quality.
People are always looking for small conveniences such as pet care, grocery delivery, and domestic services that will give them more time for themselves. Developing a new service should address these needs. This course will help business professionals examine consumers' behavior so that they can effectively meet these consumers' needs. This will be a great set of knowledge and skills for business entrepreneurs and marketing managers who want to drive the achievement of their company's business goals. So why wait? Check out your next course, today.Start Course Now
Module 1: Marketing a Service
Marketing a Service: Learning Outcomes
Services Marketing Process
Exploring Marketing Opportunities I
Exploring Marketing Opportunities II
Segmenting the Market, Targeting and Positioning
Services Marketing Research
Marketing a Service: Lesson Summary
Module 2: Understanding Service Consumers
Understanding Service Consumers: Learning Outcomes
Understanding Consumer Behaviour
New Service Development
The Service Product
Understanding Service Consumers: Lesson Summary
Having completed this course you will be able to:
- Describe the different types of services marketing processes.
- Explain how to conduct a SWOT analysis of a company.
- Explain how to analyse new business opportunities.
- Discuss the different bases of segmentation.
- Describe the six stages in which customers purchase and consume services.
- Describe the nine stages of new service development.
- Discuss the eight supplementary services.
- Discuss service quality in relation to customer expectations.
- Describe the five service gaps in the gap model of service quality.
All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire an official Certificate, which is a great way to share your achievement with the world. Your Alison Certificate is:
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