Elective: Services Marketing Management (Part -1)

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National Institute of Business Management

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EMBA/ MBA

Elective: Services Marketing Management (Part -1)

Attend any 4 questions.  Each question carries 25 marks

(Each answer should be of minimum 2 pages / of 300 words)

Q. 1.       Why is it important to learn about services marketing, service quality, and service management? Explain

Answer:Stated simply, Services Marketing refers to the marketing of services as against tangible products.In order to ensure and increase the 'conformance quality' of services, that is, service delivery happening as designed, various methods are available. Some of these include Guaranteeing; Mystery Shopping; Recovering; Setting standards and measuring; Statistical process control and Customer involvement.Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness.  This aim may be achieved by understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service

Q. 2.       Explain Why? The inattention of the service sector can be found in several myths surrounding services since the mid-1800s. A myth is a popular belief, usually oversimplified, that tends to explain only part of the phenomena.

Answer:

Q. 3.       How can new services be designed and tested effectively when the service is essentially an intangible process? Explain

Answer:A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownership of any of the factors of production.

Services are economic activities that create value and provide benefits for customer’s specific times and places, as a result of bringing about a desired change in – or on behalf of – the recipient of the service. Service is those separately identifiable, essentially intangible activities which provide want-satisfaction, and that are not necessarily tied to the sale of a product or another service. To produce a service may or may not require the use of tangible goods. However when such use is required, there is no transfer of title (permanent ownership) to these tangible goods.

One common method of defining a service is to

Q. 4.       Explain Why? Investors today want executives to demonstrate that their companies can make money and grow, the old-fashioned way by earning it from the value proposition they offer customers.

Answer:

Q. 5.       Do we need additional skill sets besides marketing, operations, and human resources? Explain.

Answer:It is key to match the competencies in your organization to the needs of implementing your strategy (Cook, p.106). The following questions will help you focus on your organizational needs to implement:

·         Do people implementing the plan have the required competencies to effectively implement the strategy?

·         At all levels, people who have the needed skills, motivation, and personal characteristics must staff the company. Identify what competencies are needed and then equip and train your people to deliver them. For example, a bank wanting to improve customer satisfaction and retention may have to do some training to communicate new policies and customer-oriented employee attitudes. If a gap exists, it may be necessary to hire people who already possess the skills needed.

·         Does your strategy require skills of key management personnel in order for it to be effectively implemented?

Q. 6.       Explain factors that influence customer expectations of service.

Answer:Four factors that influence the desired and adequate service expectations are as follows: 1. Explicit service promises 2. Implicit service promises 3. Word-of-mouth communications 4.Past experience.

When consumers are interested in purchasing services, they are likely to seek or take in informa­tion from several different sources. For example, they may call a store, ask a friend, or deliberately track newspaper advertisements to find the needed service at the lowest price.

They may also receive service information by watching television or hearing an unsolicited comment from a colleague about a service that was performed well. In addition to these active and passive types of external search for information,

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