Services Marketing 2nd Edition Rao - Solutions

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Explain the relationship between perceived risk and service characteristics.
Discuss various types of risks that may be involved in a buying situation.
What is the concept of consumer involvement? What factors infl uence the level of involvement?
Explain the decision-making perspective proposed by John Dewy.
Why is it essential to develop marketing strategy based on customer insights?
Survey a set of customers and gather their points of dissatisfaction with services. List these failure points and fi nd out why these failures occur and which function is responsible for them.
Contact people working in human resource, marketing and operations department. Survey the feelings they have for people working in other departments.
Survey a sample of service managers to fi nd out the steps they have undertaken to promote inter-functional harmony between various functions.
Visit a service fi rm you often go to. Observe how the service system is divided into various parts. Identify these parts and linkages between them.
The new thrust of HR towards cost reduction by the use of temporary workers can hurt marketing? Discuss when and why?
What strategies could be employed to achieve interfunctional harmony at the corporate level and the unit level?
‘Operations are driven by effi ciency and marketing is driven by effectiveness’, comment.
Why is convergence of goals and roles of marketing, human resources and operations departments essential?
What different functions come together when service is created and delivered to the customer?
Why the customer’s fi t the system critical in providing satisfying service experience?
What are the different types of encounters in the course of service creation? Does the importance of these encounters vary with the nature of service?
Explain the concept of front offi ce and the back offi ce.
Distinguish between internal marketing, external marketing and interactive marketing.
Make a survey of some of the fi rms operating in a service industry and fi nd out how the atmospherics are designed and used by these fi rms?
Visit some of the weekly bazaars and identify and classify environmental elements into dominant and peripheral category. Find out what meanings do these convey?
Study the layout plans of some of the retail fi rms from the organized retail formats. Explore where they differ and what impression do they create on customers?
Survey two restaurants which use similar service concept and fi nd from customers what cognitive and affective responses do the service environments elicit in each of these cases?
Visit two competing fi rms in a service industry and draw a comparison between them on a checklist indicating various dimensions of service environment.
What is the concept of servicescapes? Explain how it can infl uence a customer?
How can evidence be employed to create service differentiation?
What cognitive, affective and behavioural effect service environment can have on customers?
What is meant by stimulus-processing-response model?How can it be used by service marketers?
Why is service environment important for customer and employees? What benefi ts can be reaped by a strategically designed environment?
Contact a select sample of customer contact staff in retail or fast-food and fi nd out how these people manage their emotions when faced with stressful situations?
Pick randomly a sample of 20 service fi rms and study their mission and vision statements to fi nd out the values that these propagate.
Chose a service fi rm located in the area near your business school and contact the people who work in the front offi ce to fi nd out the training that their company provides them to develop customer contact skills.
Choose a group of people who use services. Pose a simple question to them: ‘What annoys you in a service like fast-food or airline?’ Record their answers and develop a list of these frustrating situations and trace them to the mix elements.
Visit a service fi rm and identify various contact points –both physical and non-physical – that happen between you and the fi rm. List these points of contact and classify them into various groups. Repeat the same for a different service fi rm. Explore how these points of contact differ in
Explain the concept of service profi t chain?
Not all service situations can be anticipated. What role service culture can play in equipping the service people to negotiate these situations?
‘You cannot create a satisfi ed customer with dissatisfi ed employee.’ Do you agree with this statement? In which way internal marketing is useful in this context?
What is meant by role confl ict and role ambiguity? What are their implications?
What is internal marketing? Explain its relevance in service businesses.
Differentiate between high-contact and low-contact services.How does the role of people differ in these services?
Goods are manufactured in factories and marketed outside, in the fi eld. Services are produced and marketed in the factories. Discuss.
Observe the fi rms in your city and classify these into the category proposed in service process matrix.
List the important characteristics of operational positions, customization, operational effi ciency and technical quality and make a survey of service fi rms located nearby and classify these by matching the prescribed and observed characteristics of these fi rms.
Develop a fl ow chart indicating various points of contact for at least two services that you often use. Try to understand the difference between the two.
Visit service fi rms which offer standardized and customized services. Interview some of the people therein and identify from them the most critical factors that determine their success.
Take a service and identify various players in the fi eld.Sample the service method these follow to create and deliver service. Find out for yourself how processes employed by fi rms to deliver a service can differ.
What is service process matrix? What are its implications?
Three strategic positions are operational effi ciency, customization and technical quality. How are these different from each other?
Differentiate services on the basis of the process employed.
Differentiate between high-contact and low-contact services. How does the role of people differ in these services?
Two important types of services are standardized and customized. How does the service process differ in these cases?
What is meant by service blueprint? What advantages does blueprinting offers?
Goods are manufactured in factories and marketed outside in the fi eld. Services are produced and marketed in the factories. Discuss.
Identify the services which are distributed by franchising route and make personal visits to some of the franchises and list the common and uncommon characteristics of the same.
Draw a list of the services which are electronically distributed and explore the commonness between these services.
Make a study of a service fi rm that has evolved from being locally distributed to becoming widely distributed.Explore how this fi rm has been able to achieve wide distribution.
In Indian cities, entry of malls is a new phenomenon.Identify the malls in your city and study the people who regularly visit these malls and fi nd out how important location is for their patronage.
Collect advertisements of services which use advertising and study how tangibles are employed to convey the essence of the promoted services.
Choose a service industry and identify participants therein. Study their promotion mix and fi nd out to what extent the service marketers rely upon mass communication.
Name the innovations in service distribution. Why some of the services are electronically distributed?
Explain the following service distribution strategies:multi-site distribution, multi-service distribution and multi- segment distribution.
Does the selection of location for a service outlet an important decision? What considerations infl uence site selection?
Why is the use of intermediaries in distributing goods so common? Can services be distributed in the same ways as are goods?
Services are intangible entities. Hence, information about these is not easily communicable. How can a marketer convey information about services clearly and vividly?
Do service characteristics interfere with the application of goods-oriented approach to promoting services?What strategic adjustments are needed in promoting services?
What are the promotional challenges faced by a marketer of service? List challenges and suggest solutions.
Visit a dental and beauty clinic and try to understand how prices are arrived at for each customer. Attempt to focus on the customization process that is done for each customer which causes prices to differ.
List three important services that you have been using for at least last fi ve years. Now compare how services of the fi rms marketing them have undergone a change. Find out whether these services become better or worse. List the specifi c reasons for both the situations.
Many of the service industries have become fi ercely competitive.Take two fi rms of your choice of an industry and list how marketers have augmented their offerings to satisfy and retain their customers.
Make a visit to the following service fi rms and identify various service elements that make up the service product:retailer, hospital and a fast food joint.
Discuss various types of pricing approaches. What is the relationship between cost, price and value?
What is the concept of product levels? Explain the possible ways that goods and service could be augmented.
Distinguish between core services and supplementary services. What is relevance of supplementary services in a competitive situation?
Discuss the importance of drawing a balance between tangible and intangible components in defi ning a service product.
Identify the constituent elements of a service product.Explain the criteria that could be used to evaluate consistency of these elements.
Explain why 4Ps marketing mix framework becomes inadequate in marketing services.
A marketer mixes ingredients to create value for customers.List the specifi c ingredients mixed by a goods marketer.
Visit a popular shopping centre in your city and develop a list of service providers housed in the centre. List the specifi c elements that you come in contact with – physically or visually. Find out impressions created by these elements.Study how these elements infl uence your purchase
Collect advertisements of services and goods. Study the message and visuals of these advertisements. Study how these advertisements differ in their message and appeal.
Develop a list of services you use and the fi rms you visit them for. Ask the service providers a simple question:What business they are in? Collect their responses. Find out whether they are able to correctly articulate their business. Repeat the same for some goods marketers.Compare the results.
Service characteristics limit the applicability of goods marketing know how. Explain how.
Discuss the strategies that could be used to minimize variability in services.
Services are diffi cult to perceive and grasp mentally. What implications does this have on service employees inside the fi rm and the customers outside the fi rm?
Discuss the service characteristics and their managerial implications.
Explain how a good marketer can create advantage by adding services to its core product and a service marketer by adding goods. Illustrate with live examples.
The marketing entity is generally neither a pure good nor pure service. Some tend to be goods dominant and some service dominant. Is it true? Discuss.
Distinguish between a product, goods and services.
Review how do various experts defi ne services. List down the common aspects proposed in these defi nitions.
Take the daily newspaper you study and cut out the grievance column for a number of issues. Study the nature of complaints and the companies against which they are made. Check what proportion of complaints belong to companies engaged in marketing services.
Study the consumption side of a customer or yourself.Develop a list of the product or services that are consumed in a typical day from the time one wakes up to the time when one goes off to sleep. List down the services one uses, so as to appreciate the role played by the service sector.
Take a sample of families in your neighbourhood, belonging to different income strata like the high, middle and low income and study the expenditure incurred by them on various heads. Classify these heads to fi nd out the structure of their consumption. Analyze whether their consumption patterns
Discuss the relevance of the statement: ‘Adopt marketing or perish’.
Why do service fi rms fail in delivering quality service?
What are the new and the old explanations for the emergence of service economy?
Explain the concept of consumption basket. What changes occur in the composition of consumption basket of people as income increases?
Classify the different economic activities into categories proposed by economists.
Discuss the causes of changing contribution of various sectors to the country’s GDP.
How is the economic evolution or transformation of developing economy like India different from the developed economy like the United States?
2. To woo the convenience and comfort savvy customer, Cox and Kings introduced many value added services in its off erings. How have these served to help the Indian traveler in easing his/her travel plans and actual trip?
1. Cox and Kings (CKS) identifi ed revenue sources by introducing new travel packages.Elaborate on this statement by discussing the niche targeting that CKS adopted for various segments in India.
2. Subway has adopted a premium pricing strategy with prices 15% higher than those of its competitors. Do you feel that such a pricing strategy is appropriate for the price-conscious Indian consumer market?

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