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business
services marketing concepts
Services Marketing 2nd Edition Rao - Solutions
4. How can customer participation be enhanced?
3. Explain the concept of a service encounter.
2. What are moments of truth?
1. What is interactive marketing?
2. Study the external marketing campaigns of two recently released fi lms to identify:(a) their campaign objectives(b) their communication mix.
1. Compare the mass communication campaigns of any two DTH service companies to fi nd out:(a) their positioning strategies and their effectiveness(b) their promises to customers.
7. What is word-of-mouth communication? How is it generated? How can it be made useful in external marketing?
6. How can consumer expectations be managed through external marketing?
5. What are the guidelines to be followed for designing a promotional campaign?
4. Discuss various promotional themes in external marketing.
3. How do you match service promises with delivery?Discuss the various strategies.
2. How do you design promotional mix for services?How does it diff er from the traditional approach?
1. What is the role of external marketing in services business?
5. Explain the importance of publicity and public relations in services marketing.
4. What is the importance of horizontal communication?
3. What is word-of-mouth communication?
2. Explain the components of promotional mix.
1. Why do service companies need external marketing?
2. Call centres are used by many service companies as a support to customer service. Th e employees of call centres should contact customers and attend to complaints and enquiry calls. Training plays a vital role in the performance of call centre employees.You are required to:(a) Study the training
1. Study the recruitment and selection process of a public sector bank and a private sector bank and fi nd out :(a) Th e diff erences in the strategy and approach(b) Th e impact of the recruitment and selection process on building the desired workforce
6. “All service employees are either full-time or part-time marketers.” Comment.
5. How to make internal marketing a successful one?Discuss.
4. Discuss internal marketing strategies of a service company of your choice.
3. What are the human resource strategies that service companies need to follow?
2. What is employee empowerment? Why is empowerment essential in services?
1. Explain the concept of internal marketing and analyse diff erent roles played by employees in the service process.
8. What is service culture?
7. How do you motivate service employees?
6. How can employees be retained?
5. Explain various employee roles in service performance.
4. How does employee behaviour infl uence service quality?
3. What is emotional labour?
2. What are the objectives of internal marketing?
1. What is an internal marketing product?
2. e-channels are used prominently by airlines and railways for the distribution of their services. You re required to study:(a) Th e special benefi ts to consumers in this sector from e-channels(b) Th e problems of using e-channels for transport services
1. Private sector insurance companies in India are recruiting insurance advisors in large number to build their agency network. Th ey are also expanding their branch network to many parts of the country. You are required to study:(a) Th e interrelationship and interdependency of branches and
4. Discuss various strategies for channel management.
3. Suggest measures for the effi cient functioning of a service distribution system.
2. Evaluate the suitability of diff erent types of intermediaries for services distribution.
1. What are the challenges to service fi rms in designing a distribution system?
5. What are the benefi ts in using franchisees for service distribution?
4. Explain empowerment strategies for channel management.
3. What are the uses and limitations of electronic channels?
2. Discuss the importance of service locations and service providers for the distribution of services.
1. Explain service transactions.
2. Th e Insurance Regulatory and Development Authority (IRDA, which was constituted by an act of parliament in 1999) takes care of protection of the interests of the policy holders in matters concerning assigning of policy, nomination by policy holders, insurable interest, settlement of insurance
1. Price plays a very signifi cant role in the marketing of prepaid mobile services. BSNL, Airtel, Vodafone, Reliance and Tata Indicom are keen on attracting customers through various pricing strategies. You are required to:(a) Study the pricing objectives and pricing strategies of prepaid mobile
7. What is the role of non-price factors in infl uencing the demand of services?
6. Explain the approaches for pricing of services.
5. Critically examine the pricing policies and strategies of a service company of your choice.
4. What is CDV? How can CDV be calculated?
3. Discuss the pricing strategies applicable for services with suitable examples.
2. What is value pricing? How can markets be divided, based on value perceptions?
1. Companies oft en fi nd pricing of services more diffi cult than pricing of goods. Why?
5. Explain contemporary pricing strategies of service companies with suitable examples.
4. What is psychological pricing?
3. Suggest pricing strategies for segments that perceive value is low price.
2. Discuss the suitability of cost-plus pricing for services.
1. Explain price–quality relations.
2. DLF is India’s largest real estate company in terms of revenues, earnings, market capitalization and developable area. In line with its current expansion plans, DLF has over 425 million sq. ft .of development across its businesses, including developed, on-going and planned projects. Th is land
1. Physical environment plays an important role in the hospitality industry. Th e guests’ experience and quality perceptions are infl uenced by several features of the physical environment. You are required to select a star-rated hotel to:(a) Study the physical environment design and critical
4. What are the guidelines for the development of a physical evidence strategy?
3. How can physical evidence be managed?
2. What are the behavioural infl uences of servicescapes on employees and customers?
1. What is the importance of physical evidence in services marketing?
3. What is the role of physical evidence in services marketing?
2. Explain the infl uence of ambient conditions on behaviour.
1. What is physical evidence?
2. Public sector as well as private sector banks promote many fi nancial service products individually with a brand name under the umbrella of the corporate brand name. Whether this move has really helped the banks or not has not been studied so far. You re required to fi nd out the opinion of
1. Mobile services companies are very active in brand building and positioning. Companies such as Airtel, Idea, Vodafone, BSNL are highly focused on this. You are required to study:(a) Th e positioning strategies of any two companies.(b) Th e consumer perception of such positioning by interviewing
5. “Branding and positioning should go together.”Comment.
4. Explain the importance of service positioning and various service positioning strategies with examples.
3. “Building brand equity is critical for service companies.”Discuss.
2. How do you select the brand elements for service branding?
1. “All service brands are corporate brands.” Discuss.
5. Explain the concept of service positioning.
4. What is brand equity?
3. What is corporate branding?
2. What are the diff erences between goods and services branding?
1. Explain the importance of branding services.
2. YOU Telecom India Pvt. Ltd., was set up in 2001. Th e company emerged as one of the leading independent Internet service providers in India by off ering high-speed Internet, VoIP, wireless (WiFi) broadband, digital cable and online value-added services, etc., across 12 cities in India. It is one
1. New India is a leading global insurance company with a wide network of service outlets within and outside the country. Th e company off ers non-life insurance services in diff erent categories including personal, commercial, industrial, liability, social and credit insurance. Th is public sector
9. What are the stages in a service life cycle? How can they be managed?
8. What is service diff erentiation? Explain the service diff erentiators.
7. What is service–product mix? What are the decision areas in developing service lines?
6. What is service blueprinting? Explain its importance in services marketing.
5. What are the steps in the development of new services?Explain.
4. Explain the concept of the fl ower of service using a service of your choice.
3. What is customer value hierarchy (CVH)? Explain the fi ve levels of the hierarchy.
2. Critically evaluate the BSP of a service company you know.
1. What is a basic service package (BSP)? Explain the issues involved in the development of BSP.
5. Explain the concept of the service fl ower.
4. What is service blueprinting?
3. What is service diff erentiation?
2. Explain service-line decisions.
1. What is a new service product?
2. A healthcare centre has been facing fl uctuating demand for the last 5 years. Th e capacity utilization is about 60 per cent on an average. During peak times, the centre is losing customers to competitors.Th e demand is not up to the desirable level during other times. You are required to:(a)
1. Passenger transport organizations in India—road, rail and air—face excess demand situations during summer, festivals and other seasons. Seasonal variations in demand are one of the major problems for the organizations in the sector. You are required to:(a) Select one transport organization
6. “Capacity and demand management is a major challenge for service fi rms.” Why? Discuss.
5. “When waiting is unavoidable make it at least tolerable.”Comment.
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