MS-65 MS-65

Management Programme

ASSIGNMENT FIRST SEMESTER 2013

MS-65: Marketing of Services

School of Management Studies INDIRA GANDHI NATIONAL OPEN UNIVERSITY MAIDAN GARHI, NEW DELHI 110 068

ASSIGNMENT Course Code Course Title Assignment Code Coverage : : : : MS - 65 Marketing of Services MS-65/TMA/SEM I/2013 All Blocks

Note : Attempt any six questions and submit this assignment on or before 30th April, 2013 to the coordinator of your study center.
1.

Assume you are a team member of the marketing research department of a low cost domestic airline. Your manager has asked you to evaluate the service quality of the airline. How would you go about It.? What service quality dimensions would you use to evaluate the same?

2.

Explain the importance of physical evidence and word of mouth communication for a health service provider. Explain the role of non-monetary costs in pricing of services taking example of any service industry. Being the marketing manager of a leading domestic tours and travels company of your country, discuss what kind of demand and supply challenges you may face. How would you overcome those challenges? Explain.

3.

4.

5.

Assume you are the marketing manager of a company manufacturing fully automatic washing machines. What product support services would you provide to the customer to have competitive advantage?

6. 7.

Explain the service marketing mix by taking example of educational services. Explain the difference between search and experience qualities giving suitable examples. Also discuss their implications for services marketers.