Services Marketing Text And Cases 2nd Edition Harsh V. Verma - Solutions

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What are the main reasons for the growing share of the service sector in all major economies of the world?
It is a common marketing practice to classify customers into various groups according to their value. Sample some service fi rms and fi nd out how this is done by them? You can take fi rms in the industries like the banking, insurance, hotel and retailing.
Do a survey of customers asking them to reveal specifi c instances when they experienced delight. List down these delighting instances and fi gure out the factors that can contribute to customer delight.
Locate some big retail store like Big Bazaar or Shoppers’Stop. Contact the mangers and try to fi nd out the measure they used to ensure customers’ repeated patronage.
Develop a list of MNC bands operating in your city. Ask the relationship mangers or category managers therein about the policy of these banks on the customers they do not want to have relationship with. Explore the strategies used by them to avoid unwanted customers.
Select a group of service fi rms. Contact the people working in the marketing department of these fi rms and get their policies on relationship building.
Discuss the strategies for building customer relationships.
What is 80:20 principle? How can it be applied in the context of relationship marketing?
What is the role of ‘people factor’ in relationship building in services?
What is the difference between customer satisfaction and delight? Why is satisfaction suffi cient to survive in a competitive market?
Why does profi t generated from a customer increase over time?
Why does relationship building make sense from both the customer and the marketer’s point of view?
Distinguish between pure transaction, repeated transaction and long-term relationship orientation.
What does the ‘leaky bucket’ syndrome mean? Why did marketers not pay attention to this phenomenon earlier?
Collect the information from companies belonging to different service industries about the service guarantees that these offer to their customers. Do an analysis whether these satisfy the criteria of good service guarantee.
Do a small survey of heavy users of a service. You can choose any service depending upon the convenience.Explore specifi c instances when a service encounter delighted them. Dig their feelings to ascertain what actions of the service provider engendered these feelings.
Read the grievance columns of daily newspapers or get these photocopied. Make an analysis of the types of grievances and the fi rms or sectors involved therein.Contact the fi rms involved to fi nd out their policy on these grievances.
Speak with managers of a sample of service fi rms about the recovery policy. Obtain if possible a copy of the same. Study the extent to which these fi rms are prepared to recover from the service failures.
Collect instances of service failures from a group of customers.Record their feeling when these failures occurred and what did they do?
Discuss the critical questions that must be answered before embarking upon the employee empowerment.
Critically evaluate the empowerment approach. When is empowerment not desirable?
Distinguish between command and empowerment approach.
What are the ingredients of effective service recovery?
Should a service company offer unconditional guarantee?What are the benefi ts of the same?
What are different categories of failures that may happen during the course of service delivery?
How do customers feel when service failures occur?Explain different kinds of customer responses.
Discuss various types of service encounters? Which of these encounters is the worst kind and must be avoided?
Why is not possible to adopt ‘defect free’ or ‘zero defect’quality approach in services?
Collect information on the advertising and promotional strategies used by service providers like hotels, theatres and retailers. Study these strategies to dig the reason why the marketers have used them.
Survey some service managers and fi nd out from them the strategies they use to boost demand to fi ll valleys.
Contact managers of some service fi rms and try to fi nd out if the demand for their services follows a pattern? Study the pattern for you to get fi rst-hand idea. A nearby store or a fast food joint can be taken as sample for this purpose.
How can service capacity be adapted to match variations in demand?
How do customers feel when they have to wait for their turn? Can a marketer ignore the waiting psychology of customers?
Explain how marketing mix elements can be used to correct demand and supply imbalances?
What are the strategies to modify demand? Under what circumstances the demand cannot be modifi ed to suit the capacity?
Discuss the various forms of demand and capacity interfaces.What are their implications of cost and revenue of fi rm?
Why does the demand for services follow a pattern? Is the movement of demand in cycles good for the fi rm?
Discuss the implications of service intangibility and lack of inventory on their marketing.
Select a service and identify four or fi ve brands for your study therein (for instance cinema theatres) and list what unique activities they do to differentiate their brand from one another.
Collect a complete advertising campaign of a service fi rm and try to ascertain the brand identity which is working behind this campaign.
Visit a nearby coffee bar and list the brand elements which make up its service system. Is there a common theme that runs across these elements or are they bear different themes?
Choose a category of service and identify the fi rms in operation in this category. Explore the brand names that these use? Is there a pattern in their branding strategy?
Discuss the strategy for building power service brands.
Why corporate brand strategy is most visible strategy in services? What is the diffi culty in using multiple branding?
What different types of branding strategies are used by service fi rms and why?
How do service characteristics infl uence brand building in services?
There are brands and there are power brands? What source do power brands exploit to derive their power?
What is a brand? How does branding help in creating long-term customer relationships with customers?
Choose a nearby service provider. Sample its employees and customers and enquire from them as to what do they think quality is. Collect the responses from them and develop a list. Now compare the two and fi nd out the discrepancy or congruence between the perceptions of these two groups.
Contact managers of select service fi rms and collect quality policy or document that spells quality in the fi rm. Study how the quality is defi ned and formalized in service fi rms.
Visit some service fi rms like restaurants, beauty saloons and schools. Interview a group of customers for each of the chosen service category. Find out what they associate the term service quality with. Develop a list.
Discuss the process for turning around the quality in a service fi rm.
Critically evaluate the SERVQUAL measurement system.
What is the Gaps model of quality? Discuss various gaps and suggest strategies for bridging those gaps.
What is meant by technical quality and functional quality?Discuss the importance of functional quality in high contact services.
Discuss the dimensions of service quality.
Compare the concept of quality in the context of goods and services and discuss marketing implications.
What the implications of service characteristics on service quality?
What is the meaning of quality at organizational level, process level and the performer level? Why is it important to distinguish quality at these three levels?
Distinguish between conformance quality and the performance quality.
Discuss the quality perspectives proposed by Garvin.
Pick one highly competitive service industry and collect brand communication adopted by different marketers.Analyze how different marketers seek to enhance service value to meet the competitive challenge.
Choose a service industry and list the important players there in. Study the advertisements of these fi rms and prepare the list of value propositions that these make to their target customers.
Take an industry and list the participants. Use a small questionnaire listing the names of these participants on the one side. Run a word association test on a set of customers to fi nd out what is associated with these names. Analyze the results to fi nd out what is centrally associated and what
Why does differentiation achieved once does not last forever?
Discuss the benefi t improvement, benefi t extension and value expansion strategies for developing competitive superiority.
What criteria must be met for an advantage to sustainable?
Can a fi rm pursue two different value propositions with one value chain? What diffi culties would it encounter if it does the same?
What do you mean by value proposition? What kind of value proposition can a marketer offer to its market generically?
Discuss the competitive strategies proposed by Porter.
Take an industry and list the participants. Use a small questionnaire listing the names of these participants on one side. Run a word association test on a set of customers to fi nd out what is associated with these names.Analyze the results to fi nd out what is centrally associated and what is
Interview a set of customers regarding a particular service and fi nd out what do they expect from the service fi rm.Collect the responses and develop a list of these expectations.Now verify whether the service fi rm is focused on delivery satisfaction on these expectations.
Choose a service industry and identify players operating in that industry. Collect advertisements run by these players.Analyze the appeals made by different companies to attract customers.
Why does differentiation achieved once does not last forever?
Differentiate between marketing perspective and industry perspective for understanding competition.
What is the importance of customer analyses in the development of strategy for competitive differentiation?
What are the factors that infl uence the structural attractiveness of a market or industry?
Distinguish between mass marketing and customized marketing approach.
What do you mean by the commoditization of products and services? What are its marketing implications?
Identify poor service providers in your vicinity by talking with people you interact with. Visit these service fi rms and interview people working in the frontline to fi nd out their agreement with what the top management expects of them and what is important to them. Identify the sources of their
Find out the top service brands. Check if these brands also have their presence in your city. Interview the people working for these brands to fi nd out the organizational values and how much do they agree with them.
Collect vision and mission statements of at least ten companies operating in different service sectors. Study these statements and list the key areas of focus and try to fi nd out the rationale thereof.
Develop a list of service fi rms from a directory. Search their sites using the Internet and explore the usage of mission and vision statements by the service fi rms.
What are the different ways of segmenting a market?Does segmentation based on psychographics reveal a better picture of the market?
Explain the components of strategic service vision.
Effective strategy is essential but not suffi cient for crossing the competitive threshold. Comment.
What is meant by ‘emotional buy-in’? Explain its importance in people-intensive services.
What are the important areas that must be incorporated in developing a holistic mission statement?
What the advantages of developing vision and a sense of mission?
Explain the role of vision and mission in providing direction and energy to a business organization.
Find out somebody who used the services of a hospital.Discuss with him or her to fi gure out the reasons that dictated the choice.
Make a survey of people you know and fi nd out one who visited a new city lately. Discuss with him or her to ascertain the process he or she used to choose a place of stay. List things that were considered and infl uenced the choice.
Survey your friends to fi nd out specifi c instances they felt delighted or disgusted at the service experience. Try to dig out the reasons thereof. Analyze these reasons to fi gure out the role of mood and emotions in causing these feelings.
Visit a nearby restaurant and list down all the evidences you come in contact with. Make an attempt to understand the specifi c reasons why the marketer has made investments in assembling them.
Develop a list of services you experience in a typical day.Classify them on the basis search, experience and credence characteristics.
Explain the post-purchase or use behaviour of a service customer especially in the context of complaints management, loyalty management and customer attraction.
What is the role played by moods and emotions?
Explain the role of surrogate management in service marketing.
How does information search behaviour of a service customer differ from a goods customer? Explain marketing implications.
What meant by search, experience and credence attributes?How do they infl uence consumer behaviour?

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Services Marketing Text And Cases 2nd Edition Harsh V. Verma - Solutions

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