GLOBAL INSTITUTE FOR CORPORATE EDUCATION PGPM INTERNAL ASSESSMENT EXAMINATION (OCTOBER 2011) TRIMESTER : IV TIME: 2 HOURS SUBJECT

CODE: (MARKETING SERVICES) MARKS: 50

SECTION A
ANSWER ANY FIVE QUESTIONS (2*5=10)

1) Customer __________ are beliefs about service delivery that function as standards against which performance is judged. a) attitudes b) judgments c) goals d) expectations e) perceptions 2) Credit card companies have raised customer _________ for service performance by offering lower interest rates, longer grace periods before paying, frequent flyer miles, no annual fees, rebates, discounts, prizes, and merchandise. a) perceptions b) prospects c) objectives d) goals e) expectations 3) When the AT&T Universal Card dropped annual fees for life for charter members, reduced interest rates, and offered a 10 percent discount on AT&T calling-card long distance calls, it raised customer _____ for service performance. a) objectives b) goals c) expectations d) perceptions e) prospects 4) _____ service is the level of service the customer hopes to receive. a) Desired b) Adequate c) Functional d) Predictable e) Augmented 5) Last week, Mrs. Sudha Shetty bought a 6-month membership package at Acme's Fitness Center. She plans to exercise at Acme's four days a week by participating in an aerobics class, using the nautilus equipment, and having a personal trainer. By the time her 6-month membership expires, Mrs. Shetty hopes to lose 20 pounds, tone and strengthen her muscles, improve her cardiovascular

fitness, and look and feel more attractive. Mrs.Tiffany's expectations for her health and physical appearance reflect her _____ level of service for Acme's Fitness Center. a) desired b) adequate c) transactional d) predicted e) ideal 6) Which of the following statements about customer satisfaction and service quality is true? a) Customer satisfaction is a focused evaluation that reflects the customer's perception of specific dimensions of service like reliability and responsiveness. b) Service quality is more inclusive than customer service. c) The terms customer service and service quality can correctly be used interchangeably. d) Customer satisfaction is influenced by perceptions of service quality. e) None of the above statements about customer satisfaction and service quality is true. 7) Which of the following can influence how satisfied a customer is with a service? a) customers' emotions b) product features c) customers' perception of equity d) uncontrollable situational factor e) all of the above 8) Because Pratika's mother died while she was cashing a check at the local bank, Pratika has always hated any type of banking. When it became necessary for her to go to the bank to empty her mother's safe deposit box, she complained the whole time about the inept service, the too-cold air conditioning, and the poor parking. Pratika's customer satisfaction was adversely influenced by: a) poor service quality b) her perception of service quality c) her emotional state d) her attributions for service success e) her perception of equity

SECTION B
ANSWER ANY THREE QUESTIONS (5*3=15)

1. 2. 3. 4.

Discuss service quality as a competitive advantage for a service provider. List the four core dimensions consumers use to evaluate web sites. What is the primary goal of relationship marketing? There are four customer goals that organizations that engage in relationship marketing have. List them. 5. What is the first step in market segmentation and targeting for services

SECTION C
ANSWER ANY ONE QUESTION (10*1=10)

1. 2. 3.

Discuss the following statement: The terms satisfaction and quality can be used interchangeably. Discuss the following statement: Heterogeneity enhances the potential of mass customization. Imagine you are a consultant, and you have been asked to give a seminar to bank employees on how they can use the five dimensions of service to improve customers' perceptions about the quality of the bank's service. What ideas would you give them to better customers' perception of each of the bank's service dimensions?

SECTION D (COMPULSORY)
CASE STUDY:

(5*3=15)

Super Thrill, was a consumer durable marketing company and it had its retail outlet in Chennai. It started with 3 showrooms offering customers a wide range of consumer durables such as Refrigirators, washing machine, dish washers, Televisions, cookers, mixers, grinders, toasters etc in the Black and White goods range. The company had a tie-up with all major manufacturers of well known brands for marketing their products in their showrooms. The company had established very good name in terms of sales and service with all types of customers. After 30 years of establishment the company decided to expand their services to more areas across the country and planned to open another 30 showrooms in 3 years times. For this the company used the services of a Research Firm to guide them on the areas to be selected for setting up the retail shops. The research firm was asked to give the complete market strategy for establishing the retail showroom with respect to the demographics of the buyers, home needs of the particular location, logistics for setting up the retail showroom and also the competition in the area. From the research the company was able to shortlist several areas where it could setup the retail showrooms. It established 2 types of retail showrooms in the selected areas. Some areas had PREMIUM showrooms, which offered customers exclusive benefits in terms of reward points, customer lounge, personal care, financial schemes and other areas had the regular showrooms, which did not offer any financial schemes and the regular stores had only selective models of lower budget range. The regular stores also did not have proper facilities for customers such as customer care centre, customer lounge or proper seating. After operation for about one year on the new showrooms, the company found that the PREMIUM stores had more sales and some of the regular stores setup in the new areas always had large customers coming in but purchase was very low. The expectation level of customers was high on the regular stores while the premium stores has no such problem.

Questions: 1) When the company is established for 30 years, why did the company hire a Research Agency Explain. 2) Why did the company set up two different types of showrooms? And what did the company see as result in one year. 3) What would you advise the company for improving sales in the regular stores.