Question 1:
Many service sector businesses fail since their marketing managers don’t have any experience in marketing of services. They frequently have been previously involved in marketing of quick moving consumer goods and thus feel that they can employ the same methods to market services. As a marketing consultant, you’re needed to clarify the following questions in the training session.
a) What are the differences between services and goods?
b) Recognize the unique characteristics of services and provide instances of each.
c) Identify the major problems created by characteristics of services and the suitable marketing strategies required to diminish these problems.
Question 2:
The emergence of Service sector followed by stiff competition in industry has brought about the need to be supported with immediate service recovery strategies in case of service failures.
a) Illustrate out the term service recovery.
b) What are likely to be the expectations of customers following the complaint?
c) In brief illustrate the benefits of the service guarantee?
Question 3:
Select any banking service company which you’re familiar with and show how each of four (4) components of integrated service management applies to company.
Question 4:
The five (5) phases make a good framework from which to assess the customer's buying decision process. Recognize the five (5) phases of purchase process and illustrate out what happens throughout each of the stage, illustrating with instances.