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Assignment

Q1. Write the definition of services.

Q2. What are the different types of fundamental human needs thatservices can satisfy?

Q4. How is services marketing management different from servicesmarketing?

Q5. Draw the service system for a transportation service and a coffeecaf service.

Q6. What is the role of feed forward and feed back in satisfyingcustomer requirements?

Q7. Define services with the help of an example.

Q8. List the primary and secondary characteristics of services.

Q9. How do various service characteristics affect the quality of servicesbeing delivered? Illustrate with the example of restaurant or repairservice.

Q10. What are the factors based on which the economic environment ofa country can be understood?

Q11. What are the reasons for growth in services across the world?

Q12. List their strengths and weaknesses from the analysis conductedby you in the previous lesson.Use the SWOT analysis and TOWS matrix to arrive at marketingstrategies for the company chosen by you in the previous lesson.

Q13. What are the characteristics of a viable opportunity?

Q14. Identify a business opportunity in the locality that you live. Evaluate

the opportunity in terms of marketing, economic and technical feasibility.

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List the information you had to collect in order to evaluate the businessopportunity.

Q15. What are the various bases that can be used for segmenting

customers?

Q16. Which statistical tool can be used for identifying segments within apopulation?

Q17. Delineate the marketing process of the following new services:a. cellular prone serviceb. ice-cream parlour servicec.

Q18. Taking the example of a. beauty parlour, and b. electricalmaintenance service agency, formulate the research questions and thetools that a marketing researcher should take to arrive at the results ofthe research questions.

Q19. What are the stages through which service consumers pass whilepurchasing a service?

Q20. How can marketers attract consumers in each stage of the processof service purchase.

Q21. What are the reasons for success and failure of new products?

Q22. Write down the steps you would take to start the following newservices:a. medical transcription for hospitals in USA, andb. refuse collection services for a town municipality

Q23. Write down the service concept of EMS SpeedPost postal service.

Q24. What is the definition of service quality as written inISO9001:2000?

Q25. Identify the 5 gaps in the following services experienced by you:a. at your bank, andb. at a public office like Municipality, etc.

Q26. Write down the steps that you will take as a customer service

manager in the above cases.

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Q27. Visit a coffee shop in your city like Caf Coffee Day. Prepare theservice blueprint for Caf Coffee Day.

Q28. Prepare a service blueprint for blood sample collection service

from the patients residence.

Q29. What are the three levels of requirement that you can identifyusing Kanos model? What steps would you follow to identify theserequirements at Caf Coffee Day?

Q30. Prepare the service script for blood sample collection service froma patients residence.