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principles of services marketing

Questions and Answers of Principles Of Services Marketing

Outline what creative principles an international distress charity should take into account before e‑mailing prospective donors.
In what instances, if any, is it acceptable to break the direct marketing ‘rules’ of collective wisdom gathered in this chapter?
You have been asked to put together a creative execution of a direct-response ad for Stilton blue cheese, a relatively expensive cheese sometimes eaten on special occasions. Explain how you would
While the attendences of international one-day and test-match fixtures was as high as ever, the ordinary county cricket scene in England was not well supported. The profile of cricket followers was
Friends of the Earth is one of the highest profile charities in the UK. Barely a week passes without its name appearing in connection with its key campaigns including ‘industry and pollution’,
Why is testing so important to managers, and why is direct marketing better suited to testing than conventional marketing?
John Brown Supplies sells office equipment to small and medium-sized businesses in its locality. Each sale averages a gross margin of £30, and next year’s budget is £100,000. Use the seven-step
Most mail-order operations make very little use of market research as a tool to help them, preferring to rely on testing instead. If you were addressing them as a market researcher, what benefits of
City Products is a mobile phone retailer in London. It wants to test an offer to its own database using direct mail, and has calculated its break-even response rate to be 3. 0 percent. Previous
Merchants Financial Services has a customer base of 500,000 existing customers. In September, the marketing manager will mail the complete file but wants to test two new formats, two new creative
A university wants to recruit students for the next academic year, and wants to use press advertising for the first time to achieve this. The marketing manager decides to test two creative approaches
This comment by one of the fundraising team really summed up a worry for the fundraising department of the Royal National Lifeboat Institution (RNLI). Its traditional donor base (recruited and
The children’s nursery rhyme about Old MacDonald’s farm tells about the cow, the pig, the horse and the sheep that the farmer kept, but says nothing about farm services. Farming in Western
Discuss the relationship between GDP and the size of a nation’s services sector. Identify key causeand-effect relationships.
Critically assess the concept of the marketing mix. To what extent is an extended marketing mix ofseven Ps suitable for services, or is the extended mix itself too general, given the diversity of
Critically assess the extent to which the marketing of goods is different from the marketing of services.What does service dominant logic contribute to this debate?
Universities have engaged in ‘distance learning’ for many years, but from around 2010 a potentially game-changing development appeared in universities’ business environment — ‘MOOCs’, or
In the context of industrialization, critically discuss the concept of service productivity and methods used to measure it.
What is meant by service failure? Critically evaluate strategies that a fast-food restaurant can employ to recover from service failure.
Is it a pub? Is it a restaurant? Or is it theatre? The operators of T.G.I. Friday’s would hope that their customers see it as all three. For diners who tire of the scripted industrialized service
If you were a customer experience manager for a consumer services company, what issues would likely be on your agenda? What challenges would you need to address in implementing a programme to improve
Many analyses of the service encounter have drawn analogies with the theatre. Critically assess the extent to which this analogy is valid.
What is the value to services marketers of the concept of ‘flow’? Are there any important differences between application of the concept in online and offline environments? What ethical issues
Cycling has become increasingly popular in recent years, spurred on by many factors, including increasing concern for personal fitness, rising costs of running a car, gridlocked city streets, an
Identify and discuss factors that might influence a bank’s decision on whether to extend the opening hours of a branch. Suggest strategies that may cost-effectively satisfy customers’ need for
Critically evaluate the use of regression-based location decision models for a high-volume/low-value service provider of your choice.
Analyse the potential problems and opportunities for a dry-cleaning company seeking to expand through franchising.
Jane is 53 years old and lives with her cat in a northern suburb of Melbourne. She works full-time on the other side of town, so she prefers to drive rather than catch public transport. On the
Discuss the theoretical reasons underlying a phone company’s decision about whether to outsource some of its customer-facing tasks, and identify the likely advantages and disadvantages of a
Critically assess methods used by banks to develop ongoing relationships with their personal customers.
Using a service company’s loyalty scheme of your choice, critically assess its overall value to the company in developing profitable business.
The ways in which people from different countries buy cups of tea or coffee have been steeped in tradition. The English tearoom has been quintessentially English, usually providing homely
Identify the causes and consequences of risk in the services purchasing process. Critically assessmethods that an Internet service provider can use to overcome problems of buyers’ perceived risk.
Critically examine how the methods and effectiveness of market segmentation differ between a sellerof pre-recorded videos and the operator of a cinema.
To what extent do you think that buyer behaviour can be reduced to ‘rules’-based models applicableto a variety of service buying situations?
Internet banking is now taken for granted by many people, who may be relieved at not having to visit a bank branch or use a telephone call centre to undertake many banking transactions. Mobile
Tesco is widely recognized as a very successful brand. In 2012, it was estimated by Verdict Research that Tesco accounted for £1 in every £8 of all consumers’ retail spending in the UK, derived
Critically assess the role of brands for services organizations, using examples from a service sector of your choice.
Discuss the factors that might influence the positioning strategy of a regional chain of bars.
Critically examine the marketing advantages and disadvantages of small-and large-scale service providers in either the hospitality sector or the provision of local bus services.
A quick scan of any business telephone directory or an Internet search would reveal an interesting trend occurring in the marketing of service businesses. It is the idea of service companies
Analyse the reasons why the assessment of service quality can be conceptually and practically muchmore difficult than the measurement of quality for manufactured goods.
Critically assess the role of expectations in defining and measuring service quality.
Discuss the factors that a consumer service organization should take into account when deciding on thelevel of service quality to provide. Would the factors be different in a business-to-business
What happens when a company’s customers want access to its services 24 hours a day, and they want immediate availability, not a promise of availability tomorrow or sometime in the future? One
Critically assess the concept of ‘internal marketing’ in the context of the services sector. Do you thinkthat marketers have made a useful contribution to the issue of how to engage employees in
The perishability of services and variability of customer demand call for flexible working practices byfront-line employees in the services sector. Identify methods of improving employee flexibility
The service-profit chain portrays a linkage between employee and customer satisfaction. Criticallydiscuss the nature of this linkage and the problems of trying to quantify it.
The pricing of train fares in Britain has evolved over the past 40 years in response to changes in the operating environment of railways. As it has evolved from a centrally planned public service to
Discuss the problems facing a company seeking to set a launch price for an innovative new service that it has developed. Identify the problems and, using examples, suggest methods by which it could
Give examples to illustrate situations where price competitiveness may be largely absent in services markets. Critically evaluate the effects of a lack of price competition and what measures, if any,
Identify the reasons why marketers have become increasingly involved in the pricing of public-sector services. Discuss the social and ethical issues involved in public-sector pricing of services.
Yield management (or revenue management) can be seen in a wide variety of industries, such as airlines, hotels, car rentals, cruising, casinos, television advertising, apartment rentals, retailing
Identify the likely effects on a cinema chain of uneven patterns of customer demand. Critically assessthe methods that the cinema could use to overcome problems encountered.
Discuss the view that it is not so much variable pricing in itself that may undermine consumers’ trust in a brand, but the transparency of the ‘rules’ by which variable pricing is applied.
Given that yield-management methods require an accurate forecast of demand, critically assess methods by which an airline can forecast demand for flights across its route network for the following
Banks had never been popular among the general British public, but from 2008 their reputation fell to a new all-time low. Many media commentators, politicians and the public saw bankers in general as
Critically evaluate the differences between goods and services in the development of a communication strategy.
A good service should not need any promotion - reputation built on service quality should be sufficient to sell the service.’ Critically discuss this statement in the context of a service sector of
What additional factors need to be considered by a public-sector service organization developinga communication strategy for its service, compared with the factors facing a private-sectororganization?
Dial an 0800 customer helpline in the UK and your call may be answered not in Bradford or Birmingham, but quite likely in Bangalore or Bombay. Operating call centres on behalf of Western clients has
Discuss the macro- and micro-level reasons why a UK-based general insurance company might seekto expand into continental Europe.
Critically evaluate the methods that a bank might use to go about researching market potential forbusiness development loans in a foreign country.
Evaluate the methods by which a firm of consulting engineers can minimize the risk of proposedforeign expansion.

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