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Marwadi Education Foundation’s Group Of Institutions

Mba sem iv (2013-14)

Course : Services and Relationship Marketing

Instructor: Ms. Megha Mody

mody.dreams28@

Modual – 1

1. Clarify the differences among the four broad categories of service, provide examples for each and

Explain the service management challenges related to each of the four categories.

2. Why marketing management tasks in the service sector tend to differ from those in the manufacturing

Sector? Explain using any seven reasons?

3. Explain the concept of Zone of Tolerance. Intuitively it would seem that manger would want their

customers to have a wide tolerance zone for service. But if customers do have these wide zones

of tolerance for service, is it more difficult for firms with superior service to earn customer loyalty?

Would superior service firms be better off to attempt to narrow customer’s tolerance zones to reduce

the competitive appeal of mediocre service providers?

4. Explain the characteristics of services and How are they different from goods?

5. “Services are distinctive from goods, so the same marketing mix cannot be applied to services”, Justify and Elaborate.

6. What is the perceived risks do customer face in purchasing and using services?

7. Why do services need an expanded marketing mix, comprising of eight Ps rather.

8. How people make decisions about buying and using a service? Explain with the help of three – stage

model of service consumption? Than four Ps?

9. Why customer relationship management should not be viewed as a technology but should be viewed as a profitable development and management of customer relationship?

10.What do you understand by the terms: Predicted Service, Desired Service and Adequate Service? How

do they influence customer expectations?

11.Take an example of any service of your choice and describe the three stages of purchase process for the

same.

12 .Explain the characteristics of services and How are they different from goods?

13. Discuss the basic characteristics which make services different from physical goods. Give suitable

examples to support your answer.

14. Enlist the factors stimulating the growth of service economy?

Modual – 2

Explain with examples the flower of service concept. Explain the distinction between core, facilitating land enhancing services

2. How might revenue management be applied to (a) a professional firm (e.g., consulting), (b) a restaurant, and (c)

golf course? What rate fences would you use and why?

3. What are the key strategies for increasing net value to customers? How are non-monetary costs related

to the net value of services?

4. How should service guarantees be designed? Elaborate on the types of service guarantee.

5. What are the different types of jay customers and how can a service firm deal with the behavior of such

Customers?

6. Explain with suitable example the distinction between enhancing and facilitating services.

7. “It is important to consider the distribution of core and supplementary services separately”. Discuss.

8. Identify three situations in which you use self service delivery. For each situation what is your

motivation for using this approach to delivery, rather than having service personnel do it for you?

9. The foundation underlying pricing strategy can be described as a tripod. Explain?

10. Explain the ‘Flower of Service’ concept and identify each of the petals. Discuss the insights provided

by this concept to service marketers.

11. An established restaurant in your city is facing a decline in customers because of new competitors.

Discuss which elements of marketing communication mix would you use to increase customer

patronage of the restaurant.

12. Explain the concept of flower of service.

13. Explain briefly the concept of pricing tripod.

14 Explain seven categories of perceived risks.

15. How should service guarantees be designed? Elaborate on the types of service guarantee.

16. Why is it important to consider the distribution of core and supplementary services both separately

and jointly?

17. Identify options to adjust capacity with demand .

18.Explain the non-monetary costs perceived by customers for obtaining services. What can service

providers do to reduce them?

19. Discuss the role of Franchisors and Electronic channels in distribution of services.

20. “Success lies not only in providing existing services well, but also in creating new approaches to

service.” Explain the ways in which a service provider can innovate.

Modual – 3

What marketing and management challenges are raised by the use of intermediaries in a service setting?

2. Explain why the marketing, operations, and human resource management functions in service organizations need

to be closely coordinated and integrated.

3. Define capacity in relation to all the service elements offered to customers by (a) an airline (b) a hotel,

(c) a consulting firm, and (d) a full-service restaurant(any two)

4. Explain the dimensions of the service environment with a suitable example.

5. If customers must wait for service, how can this activity be made less burdensome for them?

6. Discuss the five dimensions of service quality given by Parasuraman, Zeithaml and Berry

7. Elaborate on the types of service process redesign.

8. Explain the concept of employee empowerment .

9. “The front line is crucially important for the success of a service firm”,Discuss.

10. What is emotional labor? Explain the ways in which it may cause stress for employees in specific jobs.

Illustrate with suitable examples.

11. Contrast the roles of marketing, operations, and human resources in (1) an airline, (2) a hotel, (3) a

brokerage firm, and (4) an insurance company.

12. Explain the dimensions of ambient conditions and how each can influence customer response t the

service environment.

13 What do you understand by the term Service Environment? Discuss the main dimensions of service

environment.

14 Southside Resorts have recently opened a new theme park in Hyderabad. Being the first of its kind in

Hyderabad, it attracted visitors in thousands. On weekends and holidays, many visitors could not enter

the park, as tickets for the day were sold out. The management of the park was unable to cope

with the increase in demand because of financial and operational constraints. Discuss the strategies

available to Southside Resorts to manage the demand. MAY- 2012

15. Define productive capacity? Can capacity levels sometimes be stretched or shrunk? How capacity can

be adjusted to match demand?

16.How service environment affects buyer behavior? Give an example of any service firm in which the

service environment is a crucial part of the overall value proposition.

Discuss the main types of Service Process Redesign. Why is periodic service process redesign necessary?

Why do people often have difficulty in evaluating the services that they use

Modual – 4

Identify and elaborate on the communication/message sources originating from outside the organization.

Explain the dimensions of ambient conditions and how each can influence customer response to the service environment.

3. Explain the relationship between service productivity and service quality. Under what circumstances

will improvements in service quality and productivity lead to both increased value for customers and

higher profits for the firm?

4. Identify the gaps that can occur in service quality and the steps that service marketers can take to

prevent them.

5. Explain CRM. Explain the wheel of customer loyalty briefly .

6. Explain the pyramid /tiering of loyalty in depth.

7. Why is targeting the “right customers” so important for successful customer relationship management.

8. Discuss the role of CRM for enhancing customer retention and loyalty through better customer relation.

9. Explain “Internet as potentially valued communication channel”.

10. How can service blueprinting be used to design a service and create a satisfying experience for

Customers?

11. Discuss the Gaps involved in the service delivery according to GAP model.

12. Explain the strategies to resolve the Gaps involved in the services delivery.

13. Discuss how service marketers have access to numerous forms of communication.

14. Discuss the role that service personnel play in creating or destroying customer loyalty.

15. Prepare a blue print for a high contact, people processing service.

16. Justify that ‘wheel of loyalty’ is an organized framework to build customer loyalty.

17. Discuss the role that service personnel play in creating customer loyalty and achieving competitive

Advantage.

18. Discuss any four gaps that can occur in service quality and the steps that service marketers can take to

prevent any one of these service gaps.

19. ‘There is a strong linkage between customer retention and profitability of firms’. Explain.

20. Discuss the different marketing approaches available to marketers to move the

Customers to higher stages of the ladder of loyalty.

21. Discuss the role of CRM in delivering a customer relationship strategy.

22. Identify and elaborate on the communication/message sources which are transmitted

through marketing channels.

23. What are the key components of the blueprint ?

24. Explain the wheel of customer loyalty briefly.

25. Discuss the Gaps involved in the service delivery according to GAP model.

26. Explain the drivers of managing and curtailing customer defection.

27. Review briefly the five dimensions of service quality [NOTE: as used in SERVQUAL].

What do tangibles mean in the context of (a) an airline, (b) a retail bank, (c) a hotel, (d) a telephone

company?

28. Why should service firms focus their efforts? Describe the basic focus options, and illustrate

them with examples.

29. Discuss the main approaches available to firms to determine the cause(s) of customer defection

.Also, explain the main strategies available to firms to improve customer retention.

30. What are the different perspectives of service quality? How consumers evaluate service quality

as per Valarie Zeithmal, Leonard Berry and A. Parsuraman?

31. What are the main tools that service firms can use to analyse and address service quality problems?

Explain any one tool with the help of a diagram?

32. Why should service firms focus their efforts? Describe the basic focus options, and

illustrate them with examples.

Open ended

Q.3 (b) An airline runs a recruiting advertisement for cabin crew that shows a picture of a small boy sitting in an airline seat and clutching a teddy bear. The headline reads: ‘ His mom told him not to talk to strangers. So what’s he having for lunch ?’ Describe the types of personalities that you would think would be a) attracted to apply for the job by that ad and b) discouraged from applying. Dec. – 2011, Date: 19/12/2011

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