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National Institute of Business Management

Chennai - 020

THIRD SEMESTER MBA

Subject : Service Marketing

 

 

Question. 1. What is the purpose of market research?  Explain.

Answer :  Purpose of market research

Market research is the process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc. It can be used to determine which portion of the population will purchase the product/service, based on variables like age, gender, location and income level. It can be

 

Question 3. Explain the factors of Service Delivery.

Answer: Factors of Service Delivery are:

The delivery of a service typically involves five factors. These factors are given below:

•             The service providers (e.g. the people)

•             Equipment used to provide the service (e.g. vehicles, cash registers)

•             The physical facilities (e.g. buildings,

 

Question 5. Explain the phases of the product lifecycle and corresponding technologies.

Answer: The conditions a product is sold under will change over time. The Product Life Cycle refers to the succession of stages a product goes through. Product Life Cycle Management is the succession of strategies used by management as a product goes through its life cycle.

The product lifecycle goes though many phases and

 

Question 6. What is Channel Management? Explain the decisions on the part of the supplier?

Answer: Channel Management

The channel decision is very important. In theory at least, there is a form of trade-off: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goods manufacturers could never justify the cost of selling direct to their consumers, except by mail order. In practice, if the producer is large enough, the use of intermediaries (particularly at the agent and wholesaler level) can sometimes cost more than going

 

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