Questions and Answers of Essentials Of Marketing

What are the main reasons for the growing share of the service sector in all major economies of the world?
What are the five powerful forces transforming the service landscape, and what impact do they have on the service economy?
Why would growth in business services help individual firms and entire economies become more productive?
“A service is rented rather than owned.” Explain what this statement means, and use examples to support your explanation.
Describe the four broad “processing” categories of services, and provide examples for each.
Why does services marketing need a special approach?
“The 4 Ps are all a marketing manager needs to create a marketing strategy for a service business.”Prepare an argument that opposes this statement, and support it with examples.
Why do the marketing, operations, human resource management, and IT functions need to be closely coordinated in service organizations?
What are the implications of the service–profit chain for service management?
What are the key elements in the framework for developing effective service marketing strategies?
Visit the websites of the following national statistical bureaus: U.S. Bureau of Economic Analysis (www.bea.gov); Eurostat (ec.europa.eu/eurostat); and the respective websites for your country if
Give examples of how AI, analytics, robotics, apps and mobile technologies (e.g., m-commerce and apps) have changed some of the services you use.
Choose a service company you are familiar with, and show how each of the 7 Ps of services marketing applies to one of its service products.
Explain how the concepts in Chapter 1 are relevant to the marketing of a religious institution or a non-profit organization such as World Wildlife Fund.
Explain the three-stage model of service consumption.
How can customer choice between services in their consideration set be modeled?
What is the difference between the linear compensatory rule and the conjunctive rule?
Describe search, experience, and credence attributes, and give examples of each.
Explain why services tend to be harder for customers to evaluate than goods.
Why do consumer’s perceptions of risk play an important role in choosing between alternative service offers? How can firms reduce consumer risk perceptions?
How are customers’ expectations formed? Explain the difference between desired service and adequate service with reference to a service experience you’ve had recently.
What are “moments of truth”?
Describe the difference between high-contact and low-contact services, and explain how the nature of a customer’s experience may differ between the two.
How do the concepts of theater, role theory, and script theory help to provide insights into consumer behavior during the service encounter?
What are the dimensions of perceived control, and why is perceived control important?
Describe the relationship between customer expectations and customer satisfaction.
What is service quality? How is it different from customer satisfaction?
How can you measure service quality?
Explain the meaning of customer loyalty and customer engagement.
Construct a multi-attribute model to compare three different restaurants for an important celebration in your family. Apply the two different decision rules and determine the choices that arise from
What are the backstage elements of (a) a car repair facility, (b) an airline, (c) a university, and (d) a consulting firm? Under what circumstances would it be appropriate or even desirable to allow
Visit the facilities of two competing service firms in the same industry (e.g., banks, restaurants, or gas stations) that you believe have different approaches to service. Compare and contrast their
Apply the script and role theories to a service of your choice. What insights can you gain that would be useful for management?
How can a firm implement principles from perceived control theory in a service encounter? Apply it to one face-to-face and one online encounter of your own choosing.
Describe an unsatisfactory encounter you recently experienced with(a) a low-contact service provider via an app, chatbot, phone, or email and(b) a high-contact, face-to-face service provider. What
How would you define “excellent service quality”for an enquiry/information service provided by your cell phone or electricity service provider?Call a service organization, go through a service
What are the elements of a customer-driven services marketing strategy?
What are the most common bases used in segmentation?Provide examples for each of these bases.
What is the distinction between important and determinant attributes in consumer purchase decisions?
Why should service firms focus their efforts?Describe the basic focus strategies and give examples of how these work.
What are the six questions for developing an effective positioning strategy?
How can positioning maps help managers better understand and respond to competitive dynamics?
Do the 3 Cs and STP apply to digital services and platforms as well? Is the way positioning works for these services different from that of other services?
Describe what is meant by positioning strategy. How do the market, customer, internal, and competitive analyses relate to positioning strategy?
Select a company of your choice. Identify the variables that the company has used to segment its customers. Support your answers with examples from the company.
Provide two examples of service firms that use service levels (other than airlines, hotels, and car rentals) to differentiate their products. Explain the determinant attributes and service levels
Find examples of companies that illustrate each of the four focus strategies discussed in this chapter.
Imagine that you have been hired as a consultant to give advice to The Palace Hotel. Consider the options facing the hotel based on the four attributes in the positioning charts (Figures 3.17 and
Examine the positioning strategy of two or more ride-sharing platforms in your home market. How differentiated is their positioning with regards to riders and drivers? Propose an improved positioning
Choose an industry you are familiar with (such as cell phone services, credit cards, or music streaming) and create a perceptual map showing the competitive positions of different service providers
What is a service product?
What are the benefits of well-developed service products for customers and frontline employees?
Explain what is meant by the core product and its supplementary services.
Explain the Flower of Service concept and identify each of its petals. What insights does this concept provide for service marketers?
What is the difference between enhancing and facilitating supplementary services? Give examples of each.
How is branding used in marketing services? What is the distinction between a corporate brand such as Marriott, the names of its various inn and hotel chains, its packaged solutions for specific
What is meant by using brands to tier service levels?
How can service firms build brand equity?
What are the approaches firms can take to innovate, enhance, and create new services?
Why do new services often fail? What are the factors associated with the successful new service development?
Select a specific service product you are familiar with and identify its core product and supplementary services. Select a competing service and analyze the differences between the two in terms of
Identify two examples of branding in financial services (e.g., specific types of retail bank accounts or insurance policies) and define their characteristics.How meaningful are these brands likely to
Select a service firm that you believe is successful and has strong brand equity. Conduct a few interviews to find out how consumers experience its service.Use your findings to identify the factors
Select a service brand you consider to be outstanding.Explain why you think it is outstanding. Also explore any weaknesses of this brand. You should select an organization you are familiar with.
Using a firm you are familiar with, analyze what opportunities it might have to create product line extensions for its current and/or new markets.What impact might these extensions have on its
Identify two new service developments that have failed. Analyze the causes for their failure.
What is meant by “distributing services?” How can an experience or something intangible be distributed?
Why is it important to consider the distribution of core and supplementary services both separately and jointly?
What are the different options for service delivery?What factors do service firms need to take into account when using each of these options?
What are the key factors driving the place and time decisions of service distribution?
What risks and opportunities does a retail service firm face when it adds electronic channels of delivery(a) paralleling a channel involving physical stores or(b) replacing the physical stores with a
Why should service marketers be concerned with new developments in mobile communications?
What marketing and management challenges are raised by the use of intermediaries in a service setting?
Why is franchising a popular way to expand distribution of a service concept? What are some disadvantages of franchising, and how can they be mitigated?
What are the key drivers for the increasing globalization of services?
What factors do service companies need to understand in order to choose a distribution strategy for going international that still allows it to control its intellectual property and sources of value
An entrepreneur is thinking of setting up a new service business (you can choose any specific business). What advice would you offer regarding the distribution strategy for this business? Address the
Think of three services you buy or use either mostly or exclusively via the Internet or a mobile app. What is the value proposition of this channel over alternative channels (e.g., phone, mail, or
What advice would you give to (a) a weight reduction clinic, (b) a pest control company, and (c) a university offering undergraduate courses about going international?
Which strategy for entering a new international market should the following businesses consider and why? (a) an architectural design firm, (b) an online discount broker, and (c) an advertising-funded
Why is the pricing of services more difficult than the pricing of goods?
How can the pricing tripod approach to service pricing be useful in setting a good pricing point for a particular service?
How can a service firm compute its unit costs for pricing purposes? How does predicted and actual capacity utilization affect unit costs and profitability?
What is the role of non-monetary costs in a business model, and how do they relate to the consumer’s value perceptions?
Why can’t we compare competitor prices dollarfor-dollar in a service context?
What is revenue management? How does it work?Which types of service operations benefit most from good revenue management systems, and why?
Explain the difference between physical and nonphysical rate fences using suitable examples.
Why are ethical concerns important when designing service pricing and revenue management strategies?What are potential consumer responses to service pricing or policies that are perceived as unfair?
How can we charge different prices to different segments without customers feeling cheated? How can we charge the same customer different prices at different times, contexts, and/or occasions and at
What are the six key decisions managers need to make when designing an effective pricing schedule?
Select a service organization of your choice and find out what its pricing policies and methods are. In what respects are they similar to or different from what has been discussed in this chapter?
Review recent bills you have received from service businesses, such as those for telephone services, car repair, cable TV, and credit cards. Evaluate each one against the following criteria: (a)
How might revenue management be applied to (a)a professional service firm (e.g., a law firm), (b) a restaurant, and (c) a golf course? What rate fences would you use and why?
Explore two highly successful business models that are based on innovative service pricing and/or revenue management strategies, and identify two business models that failed because of major issues
Consider a service of your choice, and develop a comprehensive pricing schedule. Apply the six questions marketers need to answer for designing an effective pricing schedule.
What are the 5 Ws along which the Integrated Service Communications Model is structured?
What are the three broad target audiences of service communications?
In what ways do the objectives of services communications differ substantially from those of goods marketing? Describe four common educational and promotional objectives in service settings, and
What can you learn from the Services Marketing Communications Funnel?
What are some of the challenges in service communications?How can they be overcome?

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