Saturday, September 21, 2013

MS-65 Marketing of Services


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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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