BBS Course

BBS 4th Year Fundamentals of Services Marketing Notes PDF

July 14, 2026

We have the BBS 4th Year Fundamentals of Services Marketing Notes PDF. If you are bbs 4th year student with Marketing Groups, then these notes can be very useful for exam preparation.

BBS 4th Year Fundamentals of Services Marketing Notes PDF

The following are the BBS 4th Year Fundamentals of Services Marketing Notes PDF.

This course aims to impart fundamental knowledge about the marketing of services and service industries. In addition, this course also makes an attempt to provide knowledge to them regarding service marketing practices in Nepal.

Also Read: BBS 4th Year Old Questions Paper PDF

CHAPTER 1:- INTRODUCTION;(2/10/15 MARKS).

Contents

Meaning: Characteristics and classification of services.
Fundamental difference between goods and services.
Emerging key services: Reasons for the growth of the services sector.

Also Read: BBS 4th Year Marketing Group Notes PDF.

Challenges in the service sector.
Concept and importance of services marketing, and Marketing mix for services.

Notes: CLICK HERE

Unit 2:Market Segmentation, Targeting and Positioning for a Services Firm 10 LHs

Concept and process of market segmentation for a service product.
Market segment strategies for a service product.
Concept and process of service positioning in the target market, and Service positioning strategies.

Notes: CLICK HERE

Unit3: Customer Perceptions and Expectations of Services 18 LHs

Contents

Customer perception on service product; Customer satisfaction and service quality.
Gap model of service quality; Concept of customer expectations and factors influencing customer expectations.
Service encounter and moment of truth, and Management of customer service expectations.

Notes: CLICK HERE.

Unit 4: Buyer Behaviour and Relationship Marketing 16 LHs

Contents

Understanding buyer behavior, Factors influencing buyer behavior.
The meaning and importance of relationship marketing.
The difference between transactional selling and relationship marketing.
Customer relationship development strategies and Customer value building approaches.

Answers: CLICK HERE

Unit 5: Service Product and Quality Management 17 LHs

Contents

Concept and nature of service product.
New service product and service product development.
Life-cycle strategies for service products; Branding the service product.
Maintaining service quality and model of service quality; Service-profit chain strategy.
Researching service quality and setting quality standards.

Notes: CLICK HERE.

Unit 6: Pricing Strategies for Services 16 LHs

Contents

Pricing objectives and buyers’ perception of value.
Considerations of services pricing demand considerations, cost considerations, competition considerations, legal considerations, satisfaction-based pricing, relationship pricing, and efficiency pricing.

Notes: CLICK HERE.

Unit 7: Promotion Strategies for Services 15 LHs

Contents

Meaning and objective of promotion for service product.
Communication process for service product; Promotion mix for service product.
Selection strategies for selecting the promotion mix.
Integrated marketing communication for service product- service promised, communicated message, integrated communication and guarantees; and Social ethics in service promotion.

Notes: CLICK HERE

Unit 8: Distribution Strategies for Services 15 LHs

Contents

Nature of distribution for service product.
Factors affecting the choice of distribution channels.
Distribution strategies- intensive, selective and exclusive.
Managing distribution channels- selection, motivation, training, evaluation, managing conflict; and Role of Internet in global distribution system.

Notes: CLICK HERE.

Unit 9: Emerging Services Sectors in Nepal 14 LHs

Contents