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  • TITLE
  • CERTIFICATE
  • DECLARATION
  • ACKNOWLEDGEMENT
  • CONTENTS
  • LIST OF TABLES
  • LIST OF FIGURES
  • 1. INTRODUCTION
  • 1.1 Statement of the Problem
  • 1.2 Objectives of the Study
  • 1.3 Methodology
  • 1.3.1 Nature and Sources of Data
  • 1.3.2 Sampling Design
  • T1 Table Showing Sampling Design
  • 1.3.3 Tools for Data Collection
  • 1.3.4 Analysis of Data
  • 1.4 Necessity and Relevance of the Study
  • 1.5 Review of Literature
  • 1.6 Operative Definitions
  • 1.7 Limitations of the Study
  • 1.8 Scheme of the Study
  • 2. SERVICES MARKETING -AN OVERVIEW
  • 2.1 Services - The Concept
  • 2.2 Services - Features
  • 1. Intangibility
  • 2.Inseparability
  • 3. Heterogeneity
  • 4. Perishability
  • 5. Ownership
  • 6. Fluctuating Demand:
  • 1. End user
  • 2. Service tangibility
  • 3. People based services:
  • 4. Expertise / Professionalism
  • 5. Profit Orientation
  • 2.4 Marketing of Services
  • 2.5 Need for Services Marketing
  • 1. Increase in the Disposable Income
  • 2. Increasing Specialisation
  • 3. Changing Lifestyles
  • 4. Professional Excellence
  • 5. Information Explosion
  • 6. Sophistication in Market:
  • 7. Increasing Governmental Activities:
  • 2.6 Service Industries: The Marketing Response
  • F1 The Triangle Model of Services Marketing
  • 2.7 Service Marketing Mix
  • F2 The Pyramid Model of Services Marketing
  • 2.7.1 The Product in Service
  • 2.7.2. Price in Services
  • 2.7.3. Promotion of Services
  • F3 The Proposed Hierarchy of Effects (TAIDA) Model for Services
  • 2.7.4 Place Decisions in Services
  • 2.7.5 Peopleinservices
  • 2.7.6 Service Process Design
  • 2.7.7. Physical Evidence in Services
  • 2.8 Service Quality
  • 2.8.1. Evaluation of Service Quality
  • F4 Service Quality Perception Diagram
  • 2.8.2 Dimensions of Service Quality
  • 1. Reliability:
  • 2. Willingness:
  • 3. Assurance:
  • 4. Empathy
  • 5. Tangibles:
  • 2.9 Development of New Services
  • F5 Major Stages in New Service Development
  • 1. Idea generation
  • 2. Screening the idea
  • 3. Concept Development and Testing
  • 4. Business Analysis
  • 5. Service Development
  • 6. Market Testing
  • 7. Commercialisation
  • 2.10 The Life Cycle Concept of Services
  • Introduction Stage
  • Growth Stage
  • Maturity Stage
  • F6 Service Life Cycle
  • Decline Stage
  • 3. CONSULTANCY SERVICES- PRINCIPLES, PRACTICES AND PROCEDURES
  • 3.1 Meaning and Definition
  • 3.2 Origin and Development
  • 3.3 Nature of Consultancy Services
  • 1. High Expertise
  • 2. Membership in Professional Bodies
  • 3. Highly Cutomised Services
  • 4. Confidentiality
  • 5. Quality Services
  • 3.4 Role of Consultants
  • 3.5 The Art of Consulting
  • (1) Strategic Studies
  • (2) Systems Development
  • (3) Problem solving
  • (4) Service Provision
  • (5) Process Consulting
  • 3.6 The Service Delivery Process
  • 1 Problem Identification
  • 2. Project Planning
  • 3.Data Collection
  • 4. Analysis
  • 5. Diagnosis
  • 6. Recommendations
  • 7. Feed back
  • 8. Implementation
  • 9. Follow up and evaluation
  • 3.7 Consultancy Skills
  • 1. Listening Skills
  • 2. Communication Skills
  • 3. Motivational Skills
  • 4. Problem-solving Skills
  • 5. Decision-making Skills
  • 6. Human relations Skills
  • 7. Time -management Skills
  • 3.8 Consultant-Client Relationship
  • 1. Providing clients with information.
  • 2. Providing clients with techniques.
  • 3. Providing clients with an objective point of view.
  • 4. Providing clients with Problem Diagnosis and recommendation
  • 5. Providing clients with final report and follow up
  • 3.9 Consultant-Client Interface in Consulting
  • F7 The Personal Selling Process
  • I. Initial Contact
  • 2. Client Courting
  • 3. Meeting and Proposal
  • 4. Client Negotiation and Closing
  • 5. Client Relationship Management
  • 3.10 Guiding Principles of Consultancy Services
  • 3.11 Technological Development in Consulting
  • 3.12 Emerging Trends
  • 3.13 Future Outlook
  • 3.14 Consultancy Services - Opportunities in Kerala
  • 1. Project Consultancy
  • 2. Architecture and Design Consultancy
  • 3. Interior Design Consultancy
  • 4. Software Consultancy
  • 5. Management Consultancy
  • 6. Investment Consultancy
  • 7. Educational Consultancy Services.
  • 8. Employment / HR Consultancy
  • 9. Event Management Consultancy
  • 3.15 Consultancy Marketing - The Concept
  • 3.16 Need for Consultancy Marketing
  • 1. Growing importance of specialised knowiedge
  • 2. Obtaining Impartial View
  • 3. Enhancing Service Quality
  • 4. Communicating Service Offerings
  • 5. Making the Consultancy Services Productive
  • 6. Adapting to shift in Management Philosophy
  • 7. Bringing necessary change in the Organisation
  • 8. Helping the firm in Decision-making
  • 3.17 Approaches to Consultancy Marketing
  • 1. The marketing-driven approach
  • 2. The market-driven approach
  • 3. The traditional marketing approach
  • 4. The hard-sell marketing approach
  • 5. The client-centred marketing approach
  • 4. ORGANISATION OF CONSULTANCY SERVICES
  • 4.1 Nature of Organisation
  • T2 Nature of Consultancy Organisations
  • F8 Nature of Consultancy Organisations
  • 4.2 Age of Consultancy Organisation
  • T3 Age of Consultancy Organisations
  • 4.3 Location and Area of Operation
  • T4 Locational Patterns of Consultancy Organisations
  • 4.4 Areas of Consultancy Services
  • T5 Area of Operation of Consultancy Organisations
  • T6 Distribution of Consultancy Firms based on Nature of Consultancy Services
  • 4.5 Number of Consultants Employed
  • 4.6 Number of Clients Served by Consultancy Firms
  • T7 Classification of Respondents on the basis of Number of Consultants Employed
  • T8 Average Number of Clients Served by Consultancy Firms for the period 1997- 2001
  • 4.7 Capital Investment in Consultancy Firms
  • T9 Capital Investment in Consultancy Firms
  • 4.8 Number of Employees in the Organisation
  • T10 Table Showing Number of Employees in Consultancy Organisation
  • 4.9 Revenue Earned by Consultancy Organisations
  • T11 Average Revenue Earned by Consultancy Organisations
  • 4.10 Factors Contributing to the Growth of Consultancy Services
  • T12 Factors Contributing to the Growth of Consultancy Services
  • T12A Ranking of the Factors Contributing to the Growth of Consultancy Services
  • 4.11 Extent of Competition in Consultancy Services
  • T13 Extent of Competition in Consultancy Services
  • 4.12 Acceptance of Marketing Principles by Consultancy Organisations
  • T14 Attitudes of Consultancy Firms towards adopting Marketing
  • 4.12.1 Need for Marketing in Consultancy Services
  • T15 Need for Marketing in Consultancy Services
  • F9 Necessity of Marketing in Consultancy Service
  • 4.12.2 Reasons for not Recognising Marketing Function
  • F10 Reasons for Adopting Marketing in Consultancy Services
  • 4.13 Classification of Activities (Departmentalisation) in Consultancy Services
  • T16 Reasons Why Marketing is not Necesssary
  • 4.14 Number of Departments in Consultancy Organisations
  • T17 Classification of Activities of Consultancy Organisations
  • T18 Number of Departments in Consultancy Organisations
  • 4.15 Delegation of Authority in Consultancy Organisations
  • F11 Departments in Consultancy Organisations
  • 4.16 Organisation Structure in Consultancy Services
  • T19 Organisation Structure of Consultancy Firms
  • 4.17 Organisation Chart in Consultancy Organisations
  • T20 Classification of Consultancy Firms on the basis of Organisation Charts
  • 4.18 Manpower Requirements and Training in Consultancy Organisations 4.19 Guiding Principles and Code of Conduct for Consultants
  • 4.18.1 Procedure for Selection of Consultants
  • 4.18.2 Training of Consultants
  • 4.18.3 Manpower Planning in Consultancy Services
  • T21 Code of Conduct Applicable to Consultancy Services
  • F12 Code of Conduct for Consultants
  • 4.20 Liability of Consultants to Clients
  • T22 Classification of Respondents on the basis of Liability of Consultants for Deficiency of Services
  • 5. MARKETING ORGANISATION FOR CONSULTANCY SERVICES
  • 5.1 Marketing Orientation in Consultancy Organisations
  • 1. Client Orientation
  • 2. Competitor Orientation
  • 3. Strategic Orientation
  • 4. Integrated Marketing Organisation
  • 5 Interfunctional Coordination
  • T23 Analysis of Marketing Orientation
  • T23A Relative Presence of Marketing Orientation Variables
  • F13 Marketing Orientation of Consultancy Organisations
  • 5.2 Organising of Marketing in Consultancy Services
  • 5.3 Marketing Function in Consultancy Organisations
  • T24 Formal Marketing Function in Consultancy Organisations
  • F14 Marketing Function in Consultancy Organisations
  • 5.4 The Head of the Marketing Function in Consultancy Organisations
  • T25 The Head of the Marketing Function in Consultancy Organisations
  • 5.5 Evaluation of Marketing Department
  • 5.6 Marketing Resources without formal Marketing Function
  • 5.7 Marketing Information System in Consultancy Services
  • T26 Consultancy Firms hiring / not hiring the Services of Outside Marketing Agencies
  • T27 Classification of Consultancy Organisations on the basis of Marketing Information System
  • 5.8 Marketing Intelligence System
  • T28 Classification of Consultancy Firms based on Marketing Intelligence System
  • F15 Marketing Information System in Consultancy Organisations
  • 5.9 Marketing Research in Consultancy Organisations
  • 5.10 Marketing Planning System
  • T29 Classification of Respondents based on Marketing Research
  • 5.11 Marketing Budget in Consultancy Organisations
  • T30 Classification of Consultancy Organisations based on Marketing Planning System
  • T31 Classification of Consultancy Organisations based on Marketing Budgets
  • 5.12 Methods Used for Marketing Budget
  • T32 Methods Used for Marketing Budgets
  • 5.13 Marketing Control System
  • T33 Marketing Control Techniques in Consultancy Organisations
  • 5.14 Marketing Audit in Consultancy Services
  • 6. ANALYSIS OF MARKETING OPPORTUNITIES
  • 6.1 Identification of Target Market
  • 6.2 Total Market and Served Market for Consultancy Services
  • 6.3 Estimation of Market Demand
  • T34 Market Analysis by Consultancy Firms
  • T35 Methods used to estimate Market Demand
  • 6.4 Market Segmentation and Targeting
  • T36 Consultancy Firms Practising Market Segmentation
  • F16 Market Segmentation by Consultancy Organisations
  • T37 Basis of Market Segmentation by Consultancy Firms
  • 6.5 Market Selection Strategy
  • T38 Market Selection Strategies of Consultancy Organisations
  • 6.6 Client Analysis
  • F17 Market Selection Strategies of Consultancy Firms
  • T39 Analysis of the Perception of Respondents regarding Client Behaviour
  • 6.6.1 Client Needs
  • 6.6.2 Client Buying Behaviour
  • 6.6.3 Types of Buying Decisions
  • 1. New Task Buy
  • 2. Modified Rebuy
  • F18 Five-stage Model of Client Buying Process
  • 3. Straight Rebuy
  • 6.7 Clients Evaluation of Consultancy Services
  • 6.7.1 Nature of Client
  • T40 Status of Clients of Consultancy Services
  • 6.7.2 Need for Consultancy Services
  • F19 Organisational Status of Clients
  • 6.7.3 Nature of Consultancy Sought by Clients
  • T41 Reasons for Approaching a Consultant
  • 6.7.4 Criteria for Selection of Consultants
  • T42 Nature of Consultancy Sought by Clients
  • T43 Criteria for the Selection of Consultants
  • T43A Relative Importance of Criteria for the Selection of Consultants
  • 6.7.5 Evaluation of Services by Clients
  • T44 Analysis of Clients Evaluation of Consultancy Services
  • T44A Relative Importance of the Variables of Consultancy Services
  • 6.7.6 Benefits of Consultancy Services
  • T45 Benefits of Consultancy Services Received by Clients
  • F20 Clients Evaluation of Consultancy Services
  • 6.7.7 Cost of Consultancy Services
  • T46 Clients Opinion Regarding Amount of Fees Charged by Consultants
  • 6.7.8 Evaluation of Client Satisfaction
  • 6.7.9 Clients Suggestions for Improving Consultancy Services
  • T47 Extent of Client Satisfaction
  • 7. ANALYSIS OF MARKETING STRATEGIES
  • 7.1 Elements of Consultancy Marketing Mix
  • T48 Knowledge of Service Marketing Mix by Consultancy Firms
  • 7.2 Relative Importance of Marketing Mix Elements
  • T49 Summary of the Relative Importance of Consultancy Marketing Mix Elements
  • 7.3 The Service (Product) Strategy
  • T49A Relative Importance of Consultancy Marketing Mix Elements
  • 7.3.1 Services Features
  • T50 Knowledge of Services Features by Consultancy Firms
  • 7.3.2 Quality of Consultancy Services
  • F21 Marketing Strategies of Service Firms
  • T51 Methods used for Managing Service Quality
  • 7.3.3 Consultancy Services Life Cycle
  • T52 Classification of Consultancy Firms on the basis of Stages of Services Life cycle
  • 7.3.4 Branding of Consultancy Services
  • F22 Consultancy Services Life Cycle
  • 7.3.5 Extended Services by Consultancy Firms
  • 7.4 Pricing Strategies
  • T53 Extended Services by Consultancy Firms
  • 7.4.1 Objectives of Pricing Policy
  • T54 Pricing Objectives of Consultancy Firms
  • 7.4.2 Pricing Methods
  • T55 Pricing Strategies followed by Consultancy Organisations
  • 7.4.3 Differential Pricing
  • T56 Statement Showing Price Discrimination followed by Consultancy Organisations
  • 7.5 Distribution Decisions
  • 7.5.1 Location of the firm
  • 7.5.2 Channels of Distribution
  • 7.6 Promotion Decisions
  • T57 Channels used by Consultancy Firms in the Distribution of Services
  • T58 Methods used by Consultancy Organisations for Marketing Communication
  • 7.6.1 Advertisement by Consultancy Organisations
  • T59 Classification of Respondents on the basis of Advertisement by Consultancy Firms
  • F23 Methods of Marketing Communication by Consultancy Firms
  • F24 Advertisement by Consultancy Firms
  • 7.6.2 Personal Selling by Consultancy Organisations
  • T60 Classification on the basis of Media used for Advertisement
  • 7.6.3 Marketing Communication through Publicity
  • 7.6.4 Sales Promotion Methods used by Consultancy Firms
  • 7.7 People in Consultancy Services
  • T61 Sales Promotion Methods used by Consultancy Firms
  • 7.8 Service Delivery Process in Consultancy Services
  • T62 Classification on the basis of Internal Marketing
  • 7.9 Physical Evidence in Consultancy Services
  • T63 Use of Information Technology by Consultancy Firms in the Service Delivery Process
  • 8. FINDINGS, RECOMMENDATIONS AND CONCLUSION
  • 8.1 Findings of the Study
  • 8.2 Recommendations
  • 8.2.1 Recommended Marketing Plan for Consultancy Services
  • F25 The Client Delight Chain
  • F26 The Marketing Planning Process
  • 8.3 Conclusion
  • SELECTED BIBLIOGRAPHY
  • BOOKS
  • JOURNALS
  • APPENDIX
  • MARKETING OF CONSULTANCY SERVICES IN KERALA
  • Interview Schedule for Consultants
  • Interview Schedule for Clients of Consultants