Question Bank

Subject: Service and Relationship Marketing Module No.: 1 and 2

Module-1

1) What do you mean by “Service”? How services differ from product? Explain.
2) Explain marketing implication of eight common differences between services and
goods along with marketing strategies to overcome it.

OR

3) Differentiate between goods and service? Explain challenges faced by service

marketers in current business environment.
4) Why do marketing, operations and human resources have to be closely linked in
services but less so in manufacturing? Give examples.
5) “Selling a product is not only an important criterion; but how you are offering a
service is more important in now a day” – Discuss this statement in view of service
marketing perspective.

Module-2

1) Clarify the difference among the four broad categories of services, provide examples
for each and explain the service management challenges related to each four
categories.
2) Write down short note on marketing communication mix for services.
3) How services marketing mix differ from product marketing mix and explain extra
elements of services marketing mix with an example of each one.
4) Explain the distinction between core, facilitating and enhancing services. Give at
least two examples.
5) Explain distinction between enhancing and facilitating supplementary services. Give
examples of each citing services that you have used recently.
6) Select three services: one high in search attribute, one high in experience attribute,
and one high in credence attribute. Specify what product characteristics make them
easy or difficult for consumers to evaluate and suggest specific strategies in each
case to facilitate evaluation and reduce perceived risk.
7) How are customers expectations formed? Explain the difference between desired
and adequate service.
8) What types of common issues take place between intermediaries of services
delivery channels and what types of strategies can be used for effective service
delivery through intermediaries?
9) Explain the term “Zone of Tolerance (ZOT)”? Discuss its importance in service
marketing. Also relate & elaborate the concept with service provided by any Airlines
company of your choice.
10)Explain the “flower of services” concept and identify and explain each of the petals
in detail.
11)Discuss three step model of consumer behavior & relate this model to college
education provided by any self finance college.
12)Explain various service pricing strategies for “four customer definitions of value”.

OR

13)Elaborate on the three main approaches of service pricing.

14)Discuss various implications created because of Intangibility characteristic of
Service during promoting it. Also suggest advertising strategies to overcome it.
15)Discuss the significance of search, experience and credence attributes for the
communications strategy of a service provider. Assume the objective of the
communication strategy is to attract new customers.

*******************