Services Marketing - 328245-B-6 - FULL course summary - Minor Marketing Management - Tilburg University
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Course
328245-B-6 (328245B6)
Institution
Tilburg University (UVT)
Services Marketing - -B-6 - FULL course summary - Minor Marketing Management - Tilburg University
Includes all mandatory readings, lectures and tutorials. Have receives a 8.6 final grade with this summary.
Lecture 1 - Service
Conceptualization
Course Services marketing
Status Done
Tags
Semester Semester 5
Type Lecture
Files
2 things to keep in mind
What market am I in (there are lots of markets (plumber, consultant, lawyer, etc.))
Who is my customer (segmentation)
Five gaps to perceived service quality
Lecture 1 - Service Conceptualization 1
, The gap of expectations (5) and reality is very hard to solve. How can we close this
gap?
Key factors leading to Gap 5
Lecture 1 - Service Conceptualization 2
, Definition of a Service
“A change in the condition of a person or of a good belonging to
some economic unit which is brought about as a result of the
activity of some other economic unit, with the prior agreement of the
former person or economic unit” OR “Deeds, processes and
performances”
Service activities are the largest part of the GDP in developed countries
Lecture 1 - Service Conceptualization 3
, Services Process
Matrix
Lecture 1 - Service Conceptualization 4
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