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JAIPUR NATIONAL UNIVERSITY, JAIPUR

School of Distance Education & Learning

Internal Assignment No. 1

Master of Business Administration / DM

Paper Code:   MBA/DMM-203

Paper Title: Service Marketing

 

 

Q 1. Answer all the questions:

(i) “Value is low price”. Elucidate the statement.

Answer:  Some buyers use the word value to refer to situations where they simply pay a relatively low price, such as when an item is on sale. The focus here is purely on what is given up monetarily. When a product is sold at a specialty reduced price, such as at an inventory clearance, or when a customer receives a discount for using a coupon or takes advantage of a one-time rebate, there is a sense of getting value.

 

(ii) What do you mean by zone of tolerance?

Answer:  It seems that customers have two levels of expectation:

Adequate – what they find acceptable

Desired -what

 

 

(iii) Note down the challenges faced by service providers while opting electronic channels of distribution.

Answer:  The challenges faced by service providers while opting electronic channels of distribution are:-

 

·         Lack of control of the electronic environment

·         Price

 

 

(iv) Write short note on service quality dimensions.

Answer:  The five service quality dimensions are: –

Dimension 1 – tangibles: – The tangible Service Quality Dimension refers to the appearance of the physical surroundings and facilities, equipment, personnel and the way of communication. In other words, the tangible dimension

 

 

 

(v) Enlist any four challenges faced by service organizations while going international.

Answer:  Challenges faced by service organizations while going international: –

1.       Finding real Market requirement: Key to success in business is offering products and services for which customers have a intense need. Customer has problem that needs a solution and service provides solution in such an

 

 

Q.2 Discuss the promotional mix for the insurance sector with justifications.

Answer:  A promotion mix is a set of different marketing approaches that marketers develop to optimize promotional efforts and reach a broader audience. The marketer’s task is to find the right promotion mix for a particular brand.

Developing a

 

 

Q.3 Define services? What are the basic characteristics that distinguish services v/s goods?

Answer:  Services:  A service is an act or performance offered by one party to another. They are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing desired change.

According to Sir William B “Service refers to social efforts which include the Govt. to fight five giant evils – wants, disease, ignorance, squalor, and illness in the society”.

Services are the intangible and non physical part of the economy that cannot be touched. They are perishable in nature as they need

 

Q. 4..Explain the four common types of constraints facing service business and give an example of each.

Answer: The Theory of Constraints is a business management approach proposed by Dr. George Friedman at the University of Southern California. According to his theory, a business constraint is anything that interferes with the profitability of a company or business endeavor. Improving profitability requires the removal or reduction of business constraints. Common business constraints include time, financial concerns, management and regulations.

 

 

 

 

 

JAIPUR NATIONAL UNIVERSITY, JAIPUR

School of Distance Education & Learning

Internal Assignment No. 2

Master of Business Administration / DM

Paper Code:   MBA/DMM-203

Paper Title: Service Marketing

 

 

Q. 1.    Answer all the questions:

(i) Define services.

Answer: Services:  A service is an act or performance offered by one party to another. They are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing desired change.

According to Sir William B “Service

 

 

(ii) What do you mean by lasting service intensifier?

Answer: Lasting service intensifiers: These are individual stable factors that lead the customer to a heightened sensitivity to service. Most important of these factors is derived service expectations which means

 

 

(iii) What is the meaning of derived service and customer service?

Answer: Derived services : Derived services are the value derived from physical goods is really the service provided by the goods, not the good itself. All products and physical goods are valued for the service they provide.

 

 

(iv) What is meant by emotional labour?

Answer: Emotional labour: Arlie Hochschild created the term ’emotional labor’ in 1983 to describe the things that service workers do that goes beyond physical or mental duties. Showing a genuine concern for customers’ needs, smiling, and making positive eye contact are all critical to a customer’s perception of service quality. These types of

 

 

(v) Enlist any four challenges faced by service organizations as compared to goods producer.

Answer:   A service organization exists to interact with customers and to satisfy customers service requirements. A service organization is when two or more people are engaged in a systematic effort to provide services to a customer - the objective being to serve a customer. For any service to be provided, there has to be a

 

Q.2 Discuss the GAP’s model of service quality.

Answer: GAP’s model:   Service Quality is defined as an evaluation of how well the delivered service matches consumer expectations. It is done to assess the deviations that are occurring while delivering the services to potential customers.

The GAP Model was first proposed by A. Parasuraman, Valarie Zeithaml and Leonard L. Berry in 1985.  The GAP Model of Service Quality helps

 

 

Q. 3.    Explain the logic behind these two quotes:

a)         A complaint is a gift

Answer:  According to A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong, the idea of complaints as gifts must be reinforced at every staff meeting and training session. The company’s policies must be aligned to support this philosophy. A Complaint Is a Gift‘s authors, management consultants Janelle Barlow and Claus Moller, restate some fundamental techniques for handling complaints:

Don’t get

 

 

(b)  The customer who complains is your friend

Answer: Reason #1: You will have a chance to rectify the situation

Since something went wrong according to a client, the complaint gives you an opportunity to fix the problem for them. That is valuable for them and it has to be worth something to you also? If nothing else, you will know a process requires fixing up to prevent it happening again. Customer complaints can create momentum and a desire to fix a problem, which is a good thing. Advanced companies will also close the loop and let the customer

 

 

Q.4 “Market segmentation is important for target markets and target markets are important for product positioning.” Elaborate this statement with examples.

Answer. Market segmentation is important for target markets and target markets are important for product positioning because it: –

Facilitates consumer-oriented marketing: Market segmentation facilitates the formation of marketing-mix which is more specific and useful for achieving marketing objectives. The segment-wise approach is better and effective as compared to an integrated approach for the whole market.

Facilitates the introduction of the suitable marketing mix: Market segmentation enables a producer to understand the needs of consumers,

 

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