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ASSIGNMENT
Course Code : MS-65
Course Title : Marketing
of Services
Note : Attempt all the questions and submit this assignment on or
before 30th April, 2013 to the coordinator of your study center.
Q1. Being a customer relationship manager of a
luxurious hotel, you have received a mail from Mr. Mehta. He and his family
stayed at your hotel last week. He has complained that the quality of food
served was not satisfactory. Also, he has criticized the staff members that
they did not listen to his complaint patiently. What steps would you take in
response to this letter?
Ans. Being a customer
relationship manager of a luxurious hotel, you have received a mail from Mr.
Mehta. He and his family stayed at your hotel last week. He has complained that
the quality of food served was not satisfactory. Also, he has
Q2. As a manager of a multiplex cinema house (Movie Theatre),
what marketing strategies would you use to overcome demand and supply
challenges?
Ans. 4Ps concept applied on the
movie HOUSE as a whole :
PRODUCT
For
a movie to selected by the audience on the basis of the content, it needs to be
clearly identifiable in its marketing — genre, stars, story, special effects,
style all need to be presented aptly. A movie product is the intellectual
property that can
Q3. Explain the product support services that a car
manufacturer can provide to its customer for gaining competitive advantage.
Ans. Many firms strive for a
competitive advantage, but few truly understand what it is or how to achieve
and keep it. A competitive advantage can be gained by offering the consumer a
greater value than the competitors, such as by offering lower prices or
providing quality services or other benefits that justify a higher price. The
strongest competitive advantage is a strategy that that cannot be imitated by
other companies.
Q4. Discuss the importance of physical evidence in
context of airline industry.
Ans. An airline’s service
systems design specifies functions and tasks to be performed to satisfy the
airline passengers. It includes the manner in which these activities are to be
performed in a way that positions the airline positively in the minds of the target
air travelers. Routine and periodic servicing and maintenance systems of
aircraft should be strictly adhered to, if air mishaps are to be avoided or
minimized. Service systems design
Q5. Explain the Gronroos model of services quality
taking the example of healthcare services.
Ans. Gronroos Perceived Service
Quality model
In
Gronroos Perceived Service Quality model, expectations are a function of market
communications, image, word of mouth, and consumer needs and learning, whereas
experience is a product of a technical and functional quality,
Q6. Why internal marketing is important in case of
services? Give suitable examples in support of your answer.
Ans. Internal marketing is
inward facing marketing. Internal marketing is used by marketers to motivate
all functions to satisfy customers. With internal marketing the marketer is
really extending and developing the foundations of
Q7. Explain differences between search, experience and
credence quality. Give example of services that are high in experience quality.
How do high experience qualities affect consumer behavior?
Ans. SEARCH
-is the activity of looking thoroughly
Q8. Discuss significance of non monetary costs in
pricing of services by taking the example of financial services.
Ans. In recent years economists
have recognized that monetary price is not the only sacrifice consumers make to
obtain products and services. Demand, therefore, is not just a function of
monetary price but is influenced by other costs as well. Non monetary costs
represent other sources of sacrifice perceived by consumers when buying and
using
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students get fully solved assignments
call
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