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Module 1: Marketing of Services

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Marketing of Services - Lesson Summary

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In this module, you learned about the role of rate fences in effective revenue management, the issues of ethics and customer concerns related to service pricing, how fairness can be designed into revenue management policies and also about the questions marketers need to answer while designing an effective pricing strategy.
You then learned about the 2 ‘W’s (Who and What) of the integrated service communication model, three broad target audiences, most common strategic and tactical communication objectives and also about service marketing communication funnel and its objectives.
You then discovered, the specific roles that service marketing can assume, maximizing value from service communication strategy, crafting effective service communication messages, marketing communication mix in a service context and the role of electronic media in service marketing communications.
You then learned about communication mix elements that originate outside the firm, how to set budgets for service communication programs, ethical and consumer privacy related issues in service communication, role of corporate design and the importance of integrated marketing communication to deliver a powerful brand identity.
Finally, you learned about the difference between service experience and service process, concepts of flowcharting and blueprinting, various stages in service process, identification of fail points, application of fail proofing to design fail points out of service process and the consumer perceptions and emotions in service process design.