Assignment

Q1. Write the definition of services. Q2. What are the different types of fundamental human needs that services can satisfy?

Q4. How is services marketing management different from services marketing?

Q5. Draw the service system for a transportation service and a coffee caf service. Q6. What is the role of feed forward and feed back in satisfying customer 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 services being delivered? Illustrate with the example of restaurant or repair service. Q10. What are the factors based on which the economic environment of a 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 conducted by you in the previous lesson. Use the SWOT analysis and TOWS matrix to arrive at marketing strategies 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.

List the information you had to collect in order to evaluate the business opportunity. Q15. What are the various bases that can be used for segmenting customers? Q16. Which statistical tool can be used for identifying segments within a population? Q17. Delineate the marketing process of the following new services: a. cellular prone service b. ice-cream parlour service c. Q18. Taking the example of a. beauty parlour, and b. electrical maintenance service agency, formulate the research questions and the tools that a marketing researcher should take to arrive at the results of the research questions. Q19. What are the stages through which service consumers pass while purchasing a service? Q20. How can marketers attract consumers in each stage of the process of 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 new services: a. medical transcription for hospitals in USA, and b. 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 in ISO9001:2000? Q25. Identify the 5 gaps in the following services experienced by you: a. at your bank, and b. 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.

Q27. Visit a coffee shop in your city like Caf Coffee Day. Prepare the service 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 identify using Kanos model? What steps would you follow to identify these requirements at Caf Coffee Day? Q30. Prepare the service script for blood sample collection service from a patients residence.