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services marketing concepts
Services Marketing 2nd Edition Rao - Solutions
1. “We have never compromised on quality and services. But you cannot be present in 70 countries to monitor this on a day to day basis. So we follow the franchisee route everywhere.” Do you agree with this statement?
2. Th e proliferation of western fast-food chains such as McDonald’s, Pizza Hut, Subway, and Dominos in the Indian market has only been a recent phenomenon.What are the reasons that have contributed to the increased popularity of western fast-food chains in India?
1. Th e services marketing mix consists of three additional elements like people, process, and physical evidence apart from the traditional marketing mix elements such as product, price, promotion, and place. How was McDonald’s able to utilize these additional three elements to market its
2. What kind of branding strategy should LIC adopt, given its increasing product mix and the aggressive brand building measures of private insurers?
1. Th e changing perception about a company among customers is a challenging task for any service provider. To what extent has LIC succeeded on that front?
2. With independent dermatologists and small beauty salons chains dominating the beauty care industry, Kaya clinics will fi nd it diffi cult to capture the customer mindshare and market share. What tangible elements do Kaya clinics use to differentiate their services from the competition?
1. Marico, a product manufacturer, has entered the services segment. What challenges will Marico face while marketing its services?
5. How do you apply the marketing concept to a public sector bank? Take a case study and analyse.
4. How do you understand a tourism off er? Explain the marketing strategies of tourism services.
3. Explain the market for educational services and the marketing approach of an educational institution.
2. How do you analyse the marketing operations of hospitality services?
1. Analyse the marketing operations of a transport service company.
7. What is the importance of internal marketing in tourism?
6. How are new products designed in a university?
5. When are recovery strategies useful in hospitality services?
4. What are the problems in off ering quality service to the customers in a hotel?
3. What is the importance of interactive skills in employees of a transport company?
2. How would you design a distribution strategy for a transport company?
1. Defi ne a mobility service product.
2. Conduct a focus group interview to the customers of private fi nancial services and fi nd out:(a) Th e consumer problems(b) Th e legal protection and administrative mechanism available to protect the interests of the consumer.
1. Krishna has been a loyal customer of Vista Bank for a long time. He is not in the habit of verifying his account balances as he reposes utmost faith on his banker. One day surprisingly he found that INR 50,000 from his account was missing.Th e contact employees failed to give him any
8. As a consumer of services, what kind of protection do you need? Explain.
7. “Consumerism is shame to the business.” Discuss.
6. How is the business community responding to the consumer movement in India?
5. Explain the salient features of Consumer Protection Act, 1986.
4. Describe the growth and development of consumer movement in India.
3. Do you think consumers are being exploited and protection is needed?
2. What are the reasons for growing consumer concern in India?
1. What is consumerism? What are the expectations of consumers on industry and business?
6. Is consumers’ concern justifi able?
5. Explain the quasi judicial mechanism provided under Consumer Protection Act?
4. What are unfair trade practices?
3. According to the Consumer Protection Act, how are the terms service and service defi ciency defi ned?
2. According to the Consumer Protection Act, how is the term consumer defi ned?
1. What are consumer rights?
2. IT and ITES are the services that earned very good image for Indian companies in the international markets. Th e change in the political and economic environment in the United States causing for concern about the future prospects of the business in the country. You are required to study:(a) The
1. Japan is one of the important destinations for Indian services exports. Th e share of India in Japan’s total service imports was only 0.2 per cent while China could achieve 4.3 per cent. All South East Countries have much higher shares than India in service exports to Japan. India could not
5. What is WTO? Explain the place of services in World Trade Agreements.
4. How do you develop a marketing programme for international marketing of services?
3. Explain trade barriers for services.
2. What are market entry strategies?
1. Why do companies prefer to enter international markets?
6. How to select a country for entry into foreign markets?
5. Explain the problems of service trade internationally.
4. Explain the impact of political environment in international marketing.
3. Discuss legal environment and its impact on international marketing.
2. Explain GATS.
1. What is the diff erence between domestic marketing and international marketing?
2. Mobile teleservices companies are investing heavily to attract the customers of other companies through attractive packages and price off ers. Yet customer loyalty is reported to be high in this service segment. You are required to collect the opinion of a few customers of diff erent brands in
1. Select a company, which provides on-line services to the customers, of your choice and study:(a) How the company is providing customer value(b) How customers are persuaded to become loyal through CRM
6. What is the criterion for the selection of e-CRM soft ware?
5. What is e-CRM? Explain its benefi ts and applications.
4. Describe the organizational system of CRM and explain the importance of employee orientation.
3. Describe CRM framework by taking a customer service fi rm as an example.
2. Describe customer- and organizational-related input of CRM framework relating to hospitality services.
1. What are the diff erences between traditional marketing and customer retention–focused marketing?
5. Explain the types of e-CRM.
4. How do you analyse the cost of consumer relationship?
3. Explain diff erent types of customers.
2. Discuss the following concepts(a) Customer value(b) Customer satisfaction(c) Customer retention
1. Explain the concept and importance of CRM.
2. Conduct an exit interview for 30 passengers of a public transport company in your locality with a structured questionnaire to know:(a) Th e service failures identifi ed by them(b) Th eir expectations of recovery and their experiences
1. Banks, telecom companies, insurance companies, public utility service organizations and so on organize customer meets periodically. You are required to attend any one of the customer meets and fi nd out:(a) Th e customer complaints against the service provider(b) Th e recovery strategies adopted
4. What kind of training should be given to service employees to make them eff ective in service recovery?
3. Discuss various service recovery strategies.
2. Explain the complaint management process and suggest guidelines for handling complaints.
1. “In every service failure, customers and employees are equally responsible.” Comment.
5. What are the measures to provide eff ective service recovery?
4. What is service recovery?
3. How do customers react to service failures?
2. What are the reasons for customer grievances due to employee interactions?
1. What is a service failure? Why does it occur?
2. Th e impact of public utility services on dayto-day life is very signifi cant. Th e services like water supply, electricity, sanitation, maintenance of roads, etc., are critical for all citizens. You are required to:(a) Apply SERVQUAL to any two of the services in your locality and rate the
1. Management education demands an unconventional approach for developing skills in students.A large number of management institutes have been established in India to produce thousands of management graduates. But as far as employability is concerned, the performance of the majority of the
9. Select a service company and explain how quality is managed in the concern.
8. Explain diff erent research approaches for service quality.
7. Explain the concept of service excellence. What are the diff erences in approach of a manufacturing company and a service company in total quality performance?
6. What is total quality services marketing? What are the philosophies that guide service organizations towards total quality marketing?
5. How can service quality be audited? Explain the GAP model of service quality.
4. Explain the managerial process of service quality.
3. What are the determinants of service quality?How do they infl uence service business?
2. Explain two dimensions of service quality and how they infl uence quality perceptions?
1. How is service quality perceived by customers?
8. How can service excellence be achieved?
7. Explain two approaches for service quality research.
6. What is mystery shopping?
5. Explain the use of transactional analysis in quality research.
4. How do consumers develop total perceived quality?
3. How does image infl uence perceived quality?
2. Explain functional quality.
1. What is technical quality?
2. Organized retailing registered substantial growth during the last decade. Shopping malls have come up in almost all urban localities. Th e malls promise buying experience as well as shopping experience to the consumers in service interactions. You are required to study(a) the interactive process
1. Recollect your recent experience with a service organization and prepare a report on(a) the experience-generating moments.(b) the way those moments are managed by the service company
7. Examine the moments of truth in a service process.
6. Analyse interactive processes in the following service encounters.(a) A three-star hotel(b) A passenger transport corporation(c) A healthcare company
5. “An integration of internal marketing and external marketing is necessary to perform interactive marketing eff ectively.” Discuss.
4. What is the importance of customer participation in interactive marketing? How can customer participation be enhanced?
3. What is a service encounter? How can it be managed?
2. Explain the concept of moments of truth and discuss the important elements in the management of moments of truth.
1. What is the importance of interactive marketing in a service organization?
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