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MBA Fourth Semester
BUM-E-406
Title: Strategic & Service Marketing
(Max. Hour- 60)
Course : 1 BUM-E-406 Strategic & Service Marketing 

(Max. Hour- 15)
UNIT – I Market Situation Analysis: Analysis of Competitor’s Strategies and Estimating their Reaction Pattern and Competitive Position; Market Leader Strategies- Expanding the Total Market, Protecting Market Share, Expanding Market Share, Market Challenger Strategies- Choosing and Attack Strategy, Market Follower Strategies.

First Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit One Only 22-24 Jan. 2014 12 Marks
(Max. Hour- 15)
UNIT – II Competitive Market Strategy for Emerging Industries, Declining Industries and Fragmented Industries; Balancing Customer and Competitor Orientations, Industry Segmentation and Competitive Advantage; Product Differentiation and Brand positioning, Competitive Pricing, Competitive Advertising, Role of Sales Promotion in Competitive Marketing.

Second Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit Two Only 01-03 March 2014 13 Marks
(Max. Hour- 30)

UNIT – III The Emergence of Service Economy; Nature of Services; Goods and Services Marketing; Marketing Challenges in Service Businesses; Marketing Framework for Service Businesses; The Service Classification; Service Product Development; The Service Encounter; The Service Consumer Behaviors; Service Management Trinity; Service Vision and Service Strategy.
UNIT – IV Quality Issues and Quality Models; Demand – Supply Management; Advertising, Branding and Packaging of Services; Recovery Management and Relationship Marketing; Service Marketing: origin and Growth- Classification of Services- Marketing of financial services- The Indian scene- Designing of service strategy .