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ASSIGNMENT
Course Code : MS-65
Course Title : Marketing of Services
1. Assume you are a team member of the marketing
research department of a low cost domestic airline. Your manager has asked you
to evaluate the service quality of the airline. How would you go about It.?
What service quality dimensions would you use to evaluate the same?
Answer : Tiger Airways
Australia Pty Ltd, operating as Tigerair Australia, is an Australian low-cost
airline. It commenced services in the Australian domestic airline market on 23
November 2007 as Tiger Airways Australia. It is a joint venture between Tiger
Airways Holdings, a Singapore-based company, which is owned partially by
Singapore Airlines, and Virgin Australia Holdings. The airline is based in
Melbourne, Victoria, with its main base at Melbourne Airport. After the 2011
CASA grounding, the airline has shut down its bases at Adelaide and Avalon and
initially only operated out of its Melbourne base since returning to the air.
On 7 March 2012, Tigerair announced that it will reopen a second base at Sydney
Airport On 4 September 2012 Tigerair
announced they were resuming flights from Melbourne to Adelaide, beginning from
1 November 2012.
2. Explain the importance of physical evidence and
word of mouth communication for a health service provider.
Answer : In the small fishing village of Zihuatanejo,
Mexico, I learned the importance of communication. It was 1984 and my Dad was
bringing our family back to his home country. Born in Mexico City, my Dad had
moved to the United States when he was 16 years old. His fluency in both
Spanish and English made him the perfect tour guide for sharing the rich
history of the region. After several days of exploring an island full of
parrots and braving the open air markets everything seemed to be going well.
But on the fourth day, in a rickety cab on the way back to our hotel,
3. Explain the role of non-monetary costs in pricing
of services taking example of any service industry.
Answer : 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 a service. Time
costs, search costs, and psychological costs often enter into the evaluation of
whether to buy or rebuy a service, and may at times be more important concerns
than monetary price. Customers will trade money for these other costs as
mentioned below:
4. Being the marketing manager of a leading domestic
tours and travels company of your country, discuss what kind of demand and
supply challenges you may face. How
would you overcome those challenges? Explain
Answer : Some of the more
visible processes in our modern life include; the quick development of the
technology, the revolution in genetics, the conquest of outerspace, the rapid
development of cities, and the changes in our jobs and lifestyles. With this
information we can state that A. Toffler was correct in saying „ The third wave
will burst into history within a few decades time. Thus we will feel the
effects of the third wave in our lifetime” Toffler’s vision of radical changes
in economics accompanied by worldviews of new “liberal opportunities” will
create the disintegration of the industrialsociety.Traditional industries will
be
5. Assume you are the marketing manager of a company
manufacturing fully automatic washing machines. What product support services
would you provide to the customer to have competitive advantage?
Answer : Low-polluting large appliances, price range:
1,000 to 5,000 DM. Cooperative study with the companies Zanker GmbH and
Electrolux Waschereimaschinen GmbH, Tubingen, both subsidiaries of the
Electrolux group.
The first two
sections (manufacturer’s case study proper) were prepared in conjunction with
the manufacturing companies. Responsibility for the other sections (product
case study) lies exclusively with the research group.
Description of
the Product Examined
6. Explain the service marketing mix by taking example
of educational services.
Answer : People use an
array of services everyday, although some - like talking on the phone, using a
credit card, taking a bus ride, or withdrawing money from an ATM - may be so
routine that you hardly notice them unless something goes wrong.
Other service
purchases may involve more forethought and may be more memorable - for
instance, booking a cruise vacation, getting financial advice, or having a
medical examination. Your use of these services is an example of service
consumption at the individual, or business-to-consumer (B2C), level.
Organisations
also use a wide array of business-to-business (B2B) services, varying to some
degree according to the nature of their industry, but usually involving
purchases of a much larger scale than those made by individuals or families.
Nowadays,
7. Explain the difference between search and
experience qualities giving suitable examples. Also discuss their implications
for services marketers.
Answer : Information economists believe that the major
role of advertising is to provide information to consumers and that consumers
interpret advertising appropriately and use the signals that advertising
provides in their purchase decisions. The advertising-as-information
perspective has been given the most impetus by the work of Nelson (19, O, 1974)
and Darby and Karni (1973). Central to their work is the concept that goods, or
more precisely the attributes of goods, have "search,"
"experience" or "credence," (hereinafter referred to as SEC)
properties. These properties describe the point in the purchase process when,
if ever, consumers can
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