Certified Services Marketing

Manager
VS-1109

Certified Services Marketing Manager
www.vskills.in


C CC Certified ertified ertified ertified Services Marketing Manager Services Marketing Manager Services Marketing Manager Services Marketing Manager
Certification Code Certification Code Certification Code Certification Code VS-1109
Vskills certification for Services Marketing Manager assesses the candidate as per the
companys need for marketing of their service offerings in Indian and International
markets. he certification tests the candidates on vario!s areas in marketing management"
MIS" C#M" market research" market segmentation" service strategy" $ricing" %emand
management" cons!mer protection la&" international marketing service fail!re and
recovery.

'hy sho!ld one take this certification( 'hy sho!ld one take this certification( 'hy sho!ld one take this certification( 'hy sho!ld one take this certification(
his Co!rse is intended for professionals and grad!ates &anting to e)cel in their chosen
areas. It is also &ell s!ited for those &ho are already &orking and &o!ld like to take
certification for f!rther career progression.

*arning Vskills Services Marketing Manager Certification can help candidate differentiate
in today+s competitive ,o- market" -roaden their employment opport!nities -y displaying
their advanced skills" and res!lt in higher earning potential.

'ho &ill -enefit from taking this certification( 'ho &ill -enefit from taking this certification( 'ho &ill -enefit from taking this certification( 'ho &ill -enefit from taking this certification(
.o- seekers looking to find employment in marketing departments of vario!s companies"
st!dents generally &anting to improve their skill set and make their CV stronger and
e)isting employees looking for a -etter role can prove their employers the val!e of their
skills thro!gh this certification.
est %etails est %etails est %etails est %etails
%!ration/ %!ration/ %!ration/ %!ration/ 00 min!tes
1o. of 2!estions/ 1o. of 2!estions/ 1o. of 2!estions/ 1o. of 2!estions/ 30
Ma)im!m marks/ Ma)im!m marks/ Ma)im!m marks/ Ma)im!m marks/ 30" $assing marks/ 43 53067
here is no negative marking in this mod!le.
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#s. 9"000:- 5Incl!des all ta)es7
Companies that hire Vskills Companies that hire Vskills Companies that hire Vskills Companies that hire Vskills Services Marketing Manager Services Marketing Manager Services Marketing Manager Services Marketing Manager
Services Marketing Managers are in great demand. Companies speciali;ing in marketing or
offering services are constantly hiring skilled services marketing managers. Vario!s p!-lic
and private companies also need services marketing managers for their marketing
departments.



Certified Services Marketing Manager
www.vskills.in

a-le of Content a-le of Content a-le of Content a-le of Contents ss s

1. 1. 1. 1. Introd!ction to Service Introd!ction to Service Introd!ction to Service Introd!ction to Services ss s Marketing Marketing Marketing Marketing
1.1 Service Basics and Differences with Goods
1.2 Service Characteristics
1.3 Growth and Career Opportunities

4. 4. 4. 4. Marketing Management Marketing Management Marketing Management Marketing Management
2.1 Marketing Basics
2.2 The Value Proposition
2.3 Marketing Philosophies and Challenges
2.4 Marketing Planning and Tasks

9. 9. 9. 9. he Marketing *nvironment he Marketing *nvironment he Marketing *nvironment he Marketing *nvironment
3.1 Micro and Macro Environment
3.2 Indian Industrial Policy of 1991

<. <. <. <. Services Sector Services Sector Services Sector Services Sector *nterprise *nterprise *nterprise *nterprise
4.1 Operational Characteristics
4.2 Service Tax

3. 3. 3. 3. Cons!mer =ehavior Cons!mer =ehavior Cons!mer =ehavior Cons!mer =ehavior
5.1 Indian Consumer Basics
5.2 Consumers Expectations and Psychological Factors
5.3 The Purchase Decision Process

0. 0. 0. 0. MIS and Market MIS and Market MIS and Market MIS and Market #esearch #esearch #esearch #esearch
6.1 MIS Basics and Role
6.2 Marketing Research Methods
6.3 Online Marketing Research

>. >. >. >. Services Strategy Services Strategy Services Strategy Services Strategy
7.1 Strategic Planning Process
7.2 Market-oriented Strategy
7.3 Corporate Strategy and Social Responsibility

?. ?. ?. ?. Market Segmentation Market Segmentation Market Segmentation Market Segmentation
8.1 Segmenting Consumers
8.2 Segmentation Criteria
8.3 Segmentation Customization and Stages

9. 9. 9. 9. @ddressing the @ddressing the @ddressing the @ddressing the Competition Competition Competition Competition
9.1 Competition Types
9.2 Competition Analysis
Certified Services Marketing Manager
www.vskills.in

9.3 Competition Strategies

10. 10. 10. 10. %emand Management %emand Management %emand Management %emand Management
10.1 Demand Patterns
10.2 Demand Forecasting
10.3 Demand Management

11. 11. 11. 11. he Service he Service he Service he Service $ackage $ackage $ackage $ackage
11.1 Customer Value Hierarchy
11.2 Success Factors

14. 14. 14. 14. Service =randing Service =randing Service =randing Service =randing
12.1 Service Branding Basics and Benefits
12.2 Brand Equity and Positioning

19. 19. 19. 19. Vis!al Merchandising Vis!al Merchandising Vis!al Merchandising Vis!al Merchandising
13.1 Physical Evidence
13.2 Visual Merchandising

1<. 1<. 1<. 1<. $ricing $ricing $ricing $ricing
14.1 Influencing Attributes
14.2 Pricing Approach and Strategies

13. 13. 13. 13. %istri-!tion %istri-!tion %istri-!tion %istri-!tion
15.1 Service Distribution
15.2 e- Retailing

10. 10. 10. 10. Internal Marketing Internal Marketing Internal Marketing Internal Marketing
16.1 Internal Marketing Objectives and Strategies
16.2 Employee Development
16.3 Internal Marketing Challenges

1>. 1>. 1>. 1>. *)ternal Marketing *)ternal Marketing *)ternal Marketing *)ternal Marketing
17.1 External marketing Need and Basics
17.2 Communication Campaign
17.3 Success Factors

1?. 1?. 1?. 1?. Interactive Marketing Interactive Marketing Interactive Marketing Interactive Marketing
18.1 Customer Interaction and Roles
18.2 Service Interaction Process
18.3 Enhancing Customer Participation

19. 19. 19. 19. Service A!ality Management Service A!ality Management Service A!ality Management Service A!ality Management
19.1 Service Quality and Determinants
19.2 Services Quality Process and Audit
Certified Services Marketing Manager
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19.3 Service Excellence

40. 40. 40. 40. Service 8ail!res and #ecovery Service 8ail!res and #ecovery Service 8ail!res and #ecovery Service 8ail!res and #ecovery
20.1 Customer Grievances
20.2 Complaint Management
20.3 Service Recovery
20.4 Measuring Satisfaction

41. 41. 41. 41. C CC C!stomer #elationship Management !stomer #elationship Management !stomer #elationship Management !stomer #elationship Management
21.1 CRM Basics and Benefits
21.2 CRM organization and Interaction
21.3 e-CRM


44. 44. 44. 44. International Marketing International Marketing International Marketing International Marketing
22.1 International Market
22.2 Trade Barriers and WTO
22.3 International Marketing Programme

49. 49. 49. 49. Cons!mer $rotection in Services Cons!mer $rotection in Services Cons!mer $rotection in Services Cons!mer $rotection in Services
23.1 Consumer Expectations and Concerns
23.2 Consumer Protection Act and NCDRC
23.3 Service Disruption
23.4 RTI

4<. 4<. 4<. 4<. Case St!dies Case St!dies Case St!dies Case St!dies
24.1 Banking Services
24.2 Transport Services
24.3 Hospital Services
24.4 Educational Services
24.5 Tourism Services










Certified Services Marketing Manager
www.vskills.in


Sample A!estions Sample A!estions Sample A!estions Sample A!estions
1. 1. 1. 1. BBBBBBBB can -e prod!ced and marketed as a prod BBBBBBBB can -e prod!ced and marketed as a prod BBBBBBBB can -e prod!ced and marketed as a prod BBBBBBBB can -e prod!ced and marketed as a prod!ct !ct !ct !ct.
@. Information
=. Cele-rities
C. %!ra-le goods
%. Crgani;ations

4 44 4. . . . Marketers often !se the term BBBBBBBB to cover vario!s gro!pings of c!stomers. Marketers often !se the term BBBBBBBB to cover vario!s gro!pings of c!stomers. Marketers often !se the term BBBBBBBB to cover vario!s gro!pings of c!stomers. Marketers often !se the term BBBBBBBB to cover vario!s gro!pings of c!stomers.
@. $eople
=. =!ying po&er
C. %emographic segment
%. Market

9. 9. 9. 9. Marketing is not a department so m!ch as Marketing is not a department so m!ch as Marketing is not a department so m!ch as Marketing is not a department so m!ch as a BBBBBBBB. a BBBBBBBB. a BBBBBBBB. a BBBBBBBB.
@. Company orientation
=. $hilosophy
C. 8!nction
%. =ranch of management

<. <. <. <. 8or each target market" the firm develops a BBBBBBBB. he 8or each target market" the firm develops a BBBBBBBB. he 8or each target market" the firm develops a BBBBBBBB. he 8or each target market" the firm develops a BBBBBBBB. he offering is positioned offering is positioned offering is positioned offering is positioned
in the in the in the in the minds of the target -!yers as delivering some central -enefit5s7. minds of the target -!yers as delivering some central -enefit5s7. minds of the target -!yers as delivering some central -enefit5s7. minds of the target -!yers as delivering some central -enefit5s7.
@. Val!e offering
=. 1iche offering
C. Market offering
%. Segment offering

3. 3. 3. 3. If a marketer decides to !se &areho!ses" transportation c If a marketer decides to !se &areho!ses" transportation c If a marketer decides to !se &areho!ses" transportation c If a marketer decides to !se &areho!ses" transportation companies" -anks" and ompanies" -anks" and ompanies" -anks" and ompanies" -anks" and
ins!rance ins!rance ins!rance ins!rance companies to facilitate transactions &ith potential -!yers" the marketer is companies to facilitate transactions &ith potential -!yers" the marketer is companies to facilitate transactions &ith potential -!yers" the marketer is companies to facilitate transactions &ith potential -!yers" the marketer is
!sing &hat is called a BB !sing &hat is called a BB !sing &hat is called a BB !sing &hat is called a BBBBBB BBBB BBBB BBBBBB.
@. Service channel
=. %istri-!tion channel
C. =rand channel
%. #elationship channel

Answers: 1 (A), 2 (D), 3 (A), 4 (C), 5 (A)