Contact www.solvedcare.

com for best and lowest cost solution or email

solvedcare@gmail.com

Marketing of Services V4

Assignment A

1 What are the various modes of service delivery in international trade?

Discuss with the help of examples.

2 Why do customers switch service providers? Can you do anything as a

marketer to prevent the customers from switching?

3 Briefly explain the characteristics of a good service guarantee.

Formulate a service guarantee for a fixed Landline telecom service provider.

4 Discuss the importance of non-monetary costs in pricing decisions for

services taking the example of health services.

5 Identify and explain the product support services which automobile

manufacturers can offer to remain competitive/for gaining competitive advantage.

6 Write short notes on any three of the following:

(a) Reasons for growth of the service sector

(b) Franchising

(c) Measurement of Service Quality

(d) Channels of distribution for bank

(e) Classification schemes for services

7 How is information search behavior different in case of services as

compared to goods? Explain giving suitable examples.

8 Discuss the characteristics of a good service guarantee. Evaluate the

following service guarantee offered by a restaurant for its home delivery services,
on the basis of the characteristics discussed by you.

Assignment B

"30 MINUTES GUARANTEE.

10% DISCOUNT ON DELAYED DELIVERY ORDERS*

*Discounts not applicable for orders over Rs.500"

Case Study

Premier Courier Ltd. (PCL) is an innovative overnight delivery company that helped
change the way companies do business. It was the first company to offer an
overnight delivery system, but the company markets more than just a delivery
service. What PCL really sells is on-time reliability. The company markets risk
reduction and provides the confidence that people shipping packages will be
"Absolutely, positively, certain their packages will be there by 10.30 in the
morning".
In fact, PCL sells even more than reliable delivery. It designs tracking and
inventory management systems for many large companies. In other words, its
customers buy more than just delivery service they buy a solution to their
distribution problems. For example, a warehouse designed and operated by PCL is
part of the distribution centre for a very large computer firm. In other
organisations, customers can place an order for inventory as late as midnight, and
the marketer, because of PCL�s help, can guarantee delivery by the next morning.
PCL has positioned itself as a company with a service that solves its customers�
problems,

Answer Section

Q.No 1: What is PCL�s product? What are the tangible and intangible elements of
this service product?

Q.No 2: What are the elements of service quality for a delivery service like PCL?

Q.No 3: In what way does technology influence PCL�s service quality?

The purchase of goods or services for use by an organization in producing other

goods and services or to support the daily operations of the organization or for
resale is called:
(A): wholesale marketing.

(B): business-to-business marketing

(C): corporate marketing

(D): distribution marketing

Which of the following is not a tangible dominant?

(A): Detergents

(B): Automobiles

(C): Investment Management

(D): Soft drinks

Select name of the country having maximum percent of GDP attributed to services
(A): United States

(B): China

(C): Germany

(D): India

Which of the following is not an element of physical evidence?

(A): Employee dress

(B): Employee Training

(C): Equipment

(D): Facility design

Which of the following is not an element of People?

 (A): Motivation

(B): Teamwork

(C): Flow of activities

(D): Customer training

Standardized and customized flow of activities, simple and complex number of steps
and customer involvement by which a service is delivered is called��..
(A): Place Mix

(B): Physical Evidence Mix

(C): Process Mix

(D): People Mix

������..is the environment in which the service is delivered and where the firm and
customer interact and any tangible components that facilitate performance or
communication of the service.
(A): Physical evidence

(B): Process

(C): Place

(D): People

�All human actors who play a part in service delivery and thus influence the
buyer�s perceptions: namely, the firm�s personnel, the customer and other customers
in the service environment.�
(A): Process

(B): Physical Environment

(C): People

(D): Place

�����is the difference between customer expectations and perceptions.

(A): Customer Delight

(B): Customer Satisfaction

(C): Customer Gap

(D): The supplier Gap

Which of the following is difficult to evaluate?

(A): Jewellery

(B): Auto repair

(C): Furniture

(D): Clothing

Evaluation of Medical Diagnosis service is mainly depends on

 (A): High in experience quality

(B): High in credence quality

(C): High in search quality

(D): Both 1 and 2

12.����..is defined a the caring, individualized attention that the firm provides
its customers.

(A): Empathy

(B): Responsiveness

(C): Sympathy

(D): Assurance

Which of the following is not a type of Service encounters?

(A): Remote encounters

(B): Phone encounters

(C): Face to face encounters

(D): Check in Encounters

������..is a tool for simultaneously depicting the service process, the points of
customer contact, and the evidence of service from the customer�s point of view.
(A): Front end planning

(B): Service Blueprinting

(C): Service Standardization

(D): None of these

�������is the physical surroundings or the physical facility where the service is
produced, delivered and consumed.
(A): Servicespace

(B): Servicescape

(C): Serviceplace

(D): Servicescope

���.is the culture where an appreciation for good service exists and where giving
good service to internal as well as ultimate, external customers is considered a
natural way of life and one of the most important norms by everyone.�
(A): Service culture

(B): Corporate culture

(C): Service Triangle

(D): Service Quality Dimensions

SSTs stands for��.
(A): Stable Service Technologies

(B): Social Service Technologies

(C): Smart Service Technologies

(D): Self Service Technologies

�����are the only service distributors which do not require direct human
interactions.
(A): Electronic Channels

(B): SSTs

(C): Direct Service Channels

(D): Speculative channels

A triangle of Company, Customers, Employees, Internal Marketing, External Marketing

communications and Interactive marketing is known as����..
(A): Marketing Triangle

(B): Service Triangle

(C): Communication Triangle

(D): Both 1 and 2

Intangibility, Perishability, Inseparability & Variability are the characteristics

of
(A): Products

(B): Services

(C): Goods

(D): Both 1 and 2

In the simplest terms, _____ are deeds, processes and performances.

(A): Attributes

(B): Experiences

(C): Services

(D): Goods

The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers

and microwaves is an example of a(n)
(A): Service

(B): Experience

(C): Attribute

(D): Benefit

When Heather goes to the local gym, she has a personal trainer who helps make sure
she is using the equipment correctly. The personal trainer is an example of
(A): Service

(B): Experience

(C): Attribute

(D): Benefit

Many people when they go on vacation are choosing to leave their dogs in posh pet
resorts that offer a variety of activities for the dogs, such as swimming pool
frolics, nature walks and hayrides. Dog owners are paying $17 per night for basic
boarding a
(A): Attributes

(B): Satisficers

(C): Services

(D): Goods

_____ is a key determinant of whether a product offering should be classified as a

product or a service.
(A): Physicality

(B): Tangibility

(C): Perception

(D): Abstraction

Which of the following is an intangible component of a car repair shop?

(A): Replacement parts

(B): Employee uniforms

(C): Barrel for storing recyclable motor oil

(D): The training the mechanic has received

Which of the following is an example of a tangible component provided by a hotel?

(A): Wake-up call

(B): Guest rooms

(C): Room service

(D): Express check-out

28.0Which of the following is NOT an example of a service business?

(A): Amusement park

(B): Hotel

(C): Soft drink bottler

(D): Department store

Which of the following trends has directly influenced the development of services
marketing concepts and strategies?
(A): he decreasing importance of service industries to the U.S. and world
economies

(B): The growth in information-based technology

(C): Decreased competition in professional services

(D): The fact that manufacturing firms are placing increased emphasis on providing
services

On his way to work today, Terry saw a billboard for a physician�s group that
specialized in vascular surgery. In his local newspaper there was a full-page ad
for a medical clinic that performed similar surgery. Then in his mail, he got a
brochure from y
(A): he increasing importance of service industries to the U.S. and world
economies

(B): The increase of government regulation of professional service industries

(C): The growth in database marketing

(D): ncreased competition in professional services

Which of the following statements about services is true?

(A): A service economy produces services at the expense of other sectors

(B): The skills needed for managing services differ from those used for managing
manufacturing businesses

(C): ervice is a necessary evil for manufacturing firms

(D): None of these

Without good mailing lists, businesses cannot engage in effective direct-marketing

advertising. On average 20 percent of the U.S. population moves annually. Return
Path is a company that provides changes of addresses to businesses. It takes a
business�s
(A): The increasing importance of service industries to the U.S. and world
economies

(B): The decrease of human interaction as a result of widespread use of

technology-based services

(C): The growth in the use of technology-based services

(D): Increased competition in the direct-mail industry

Garrett and Hugh were having breakfast when they decided they wanted to have pizza
and watch a video that night. Garrett turned on her computer, brought up the site
of a local video store and ordered the movie Cold Mountain to be delivered to her
doorstep
(A): The increasing importance of service industries to the U.S. and world
economies

(B): The decrease of human interaction as a result of widespread use of

technology-based services
 (C): The growth in the use of technology-based services

(D): Increased competition in the entertainment industry

Which of the following statements has been suggested as a plausible explanation for
the customer perception that service quality is declining?
(A): Customer expectations are higher because of the excellent service they
receive from some companies

(B): Even though it is to provide consistent, high-quality service, many companies

do not want to do it

(C): Technology-based services, which are superior to human-based services, are

not being implemented enough

(D): None of these

Which of the following statements has been suggested as a plausible explanation for
the customer perception that service quality is declining?
(A): Increasing use of technology is perceived by many customers as less service
because there is no human interaction

(B): Companies provide unclear tactics for customers to follow when dealing with
service providers

(C): Delivering consistent, high-quality service becomes routine

(D): Customers have no concept of what conditions produce to quality service

Which of the following statements about how technology has positively influenced
service is true?
(A): Technology provides vehicles for delivering existing services in more
accessible, convenient, productive ways

(B): Technology facilitates basic customer service functions

(C): Technology facilitates transactions by offering a direct vehicle for making

purchases

(D): All of the above statements about how technology has influenced service are
true

Which of the following statements describes how consumers and employees are
responding to technology-based services?
(A): Services can readily calm fears that privacy may be sacrificed if technology
is used

(B): An infusion of technology can lead to an increase in human interaction

(C): he payback for investments in technology is a certainty

(D): Employees are often reluctant to integrate technology into their work lives

he most basic and universally cited, difference between goods and services is:
(A): Perishability

(B): Intangibility

(C): Divisibility
 (D): Compatibility

On a recent visit to The Home Depot store, a sales associate greeted Gigi when she
entered the store, helped her locate the items she needed to repair her gutters and
suggested how she could prevent gutter problems in the future. The assistance
provided b
(A): Perishability

(B): Intangibility

(C): Divisibility

(D): Compatibility

Which of the following statements describes a marketing implication that results

from the intangibility of services?
(A): Customers participate in and affect the transaction

(B): Service quality depends on many uncontrollable factors

(C): Services can be readily communicated

(D): Services cannot be inventoried

Contact www.solvedcare.com for best and lowest cost solution or email

solvedcare@gmail.com